This document discusses the key factors that marketers must assess when marketing on a global scale. It identifies four main aspects to analyze: 1) economic metrics like GDP, population growth, and income levels; 2) infrastructure and technologies; 3) governmental actions like tariffs and trade agreements; and 4) sociocultural factors using frameworks like Hofstede's cultural dimensions. The document also outlines strategies for global market entry and marketing. Overall, the document emphasizes that successful global marketing requires thorough research and understanding of target markets.

1. Global
Marketing
Marketing and it’s impact on a Global
Scale
Andrew Creath

2. Table of Contents:
1) Globalization
2) Assessment of Global Markets: Economic analysis using metrics:
general economic environment, market size and population growth,
evaluating real income
3) Analysis of infrastructure
4) Analysis of Governmental Actions
5) Analysis of Sociocultural Factors
6) Global Strategies

3. Globalization
• What is Globalization?
• Globalization is a process in which services,
people, information, goods, and more go across
from one border to another.
• An example would be a family taking a
vacation to Bermuda. They are taking a trip there
to experience the culture of Bermuda. For that
family, it is an example of globalization.
• Other examples include trade, knowledge, law,
media and entertainment, science, and many
more.
• Without globalization, countries would be
closed off from the rest of the world.
Organizations like the World Bank would not exist
because in a closed system, there is no need for a
relationship between the countries.

4. Assessing Global Markets
When it comes to marketing on the global scale, it is important for
firms to assess the potential markets they are trying to tap into. There
are 4 aspects they need to assess and those are:
1. Economic Analysis using Metrics
2. Infrastructure and Technology
3. Governmental Actions
4. Sociocultural Analysis
We will go into a bit more detail on each one next.

5. 1. Economic Analysis using Metrics
There are 3 factors when using metrics and those are:
1. The general economic environment
2. The market size and population growth rate
3. Evaluating real income
These 3 factors help a firm or company determine the amount of
success they will have in that country.

6. General Economic Environment
Within this factor is several metrics that firms use to determine market potential
1. Trade Deficit: When a country imports more goods than it exports.
2. Trade Surplus: When a country has higher exports than imports
3. Gross Domestic Product (GDP): The market value of goods and services by a
country for a year.
4. Gross National Income (GNI): The net income earned from investments abroad.
5. Purchasing Power Parity (PPP): A theory that if exchange rates are in
equilibrium, then the product purchased in one country will cost the same in
the other country.
It is important to note that these metrics are used to help marketers understand
and know the wealth of a country, although it does not give a full picture of the
economic health of the country.

7. Market Size and Population Growth Rate
A. Population growth has been on the rise since the 20th century
B. According to marketers, that population has not been equally
dispersed.
C. Distribution of a population within a particular region

8. Evaluating Real Income
When a company sends it product
to another country, it needs to
adjust meet the needs of that
country.
India, as an example, is a country
where the vast majority have
lower incomes and struggle to pay
the prices that wealthier people
can afford. To increase the
consumption, companies will have
to lower their prices to meet the
need.

9. 2. Analysis of Infrastructure and Technology
The second part of assessing any market is an analysis of the
infrastructure and technology of the country.
Infrastructure is the basic facilities like transportation, water and power
lines, schools, prisons, and more.
The 4 main elements of infrastructure they look are:
1. Transportation
2. Distribution channels
3. Communications
4. Commerce

10. 3. Analysis of Governmental Actions
An analysis of the actions of the country’s government will go a long
way influencing the company’s abilities to sell goods and services.
a) Tariffs
b) Quotas
c) Exchange Control/Exchange Rate
d) Trade Agreements/ Trade Bloc

11. 4. Analysis of Sociocultural Factors
Understanding another country’s culture and beliefs is very crucial to the
success of that company’s marketing plan. Geert Hofstede produced six
dimensions to understand values and culture and those are:
1. Power Distance
2. Uncertainty Avoidance
3. Individualism
4. Masculinity
5. Time Orientation
6. Indulgence
Understanding these 6 dimensions will help marketers understand their
consumer’s behavior.

12. Global Strategies
Finally, we arrive at the strategies for companies and they are
1) Global Entry Strategy
2) Global Marketing Strategy
If companies go to another country blindly, without a plan and strategy,
them their efforts will all for nothing and they will have wasted time
and money that could have been put to better use elsewhere.

13. Finale
As we have seen, marketing on a global scale takes time, money, and
effort to do. It’s not impossible, but it can be made difficult when a
company fails to do the proper research, implement their plan, and
understand the needs of that country. By following the above-
mentioned steps and analysis, you too can achieve marketing on a
global scale.