global marketing

1. Unit 5 Global Marketing

2. • “Global marketing involves identifying needs,
wants and demand of global customers and
making the products/services available to
them either through own manufacturing or
outsourcing and distributing the
product/service at the places convenient for
consuming.”

3. 4 Ps of Global Marketing
PLAN: STRATEGY BEFORE EXECUTION
• Collaborate with relevant stakeholders on
regional and country teams to create a global
content marketing strategy that aligns target
audiences, key success metrics, priority countries,
and strategic editorial topics with your business
objectives.
• Alignment of objectives and strategy is vital
because it dictates content creation, promotion
and measurement.

4. PRODUCE: CREATE CONTENT THAT MATTERS
• Develop relevant stories that meet identified
countries’ needs with different formats based
on strategic editorial topics that address the
target audience’s pain points, desires, and
challenges.

5. PROMOTE: DISTRIBUTE CONTENT IN THE
DIGITAL ERA
• Establish a market-driven content distribution
process with paid and social media. Publish
the appropriate formats of content with the
optimal frequency in targeted channels. Use
tools and data to optimize the media buy and
social media content distribution.

6. PERFECT: MEASURE AND OPTIMIZE TO DRIVE THE
MAXIMUM IMPACT.
• Continuously optimize and measure the impact of
content marketing as part of an ongoing feedback
loop. Define goals and use tools and processes to
maximize the effectiveness of content production
and content syndication. This step’s goal is to
improve the previous 3 P’s: Plan, Produce and
Promote.

7. Global Marketing Environment
• Global marketing environment consists of
global forces, such as economic, social,
cultural, legal, and geographical and ecological
forces, that affect international
marketing decisions.

8. Factors of International Marketing
Environment
• Global Factors (International Uncontrollable
Environment), Domestic Factors (Domestic
Uncontrollable Environment) and Organisational
Factors (Internal Marketing Environment).
• https://globalmarketingprofessor.com/internatio
nal-marketing-
environment/#:~:text=International%20marketin
g%20environment%20consists%20of,that%20affe
ct%20international%20marketing%20decisions.