Global marketing involves coordinating marketing activities across countries to create exchanges that satisfy individual, organizational, and societal goals. It evolves from developing a core business strategy, internationalizing that strategy, and then globalizing the strategy. When internationalizing, companies look to increase their customer base, offset risks and costs, and take advantage of opportunities abroad. However, internationalization also presents disadvantages like cultural barriers, regulations risks. Success in global marketing requires balancing local and global concerns through localized implementation with global coordination.

1. Global
Marketing

2.  The coordinated performance of marketing activities to
create exchanges across countries that satisfy individual,
organizational , and societal objectives
 Global marketing is conducted across countries (not
domestic or foreign)
 Global marketing coordinates activities across different
country markets
 Global marketing should be motivated by individual,
organizational and societal goals
Global Marketing

3. Core Business Strategy
Country
A
Country
B
Country
C
Country
D
Develop Core
Business Strategy
Internationalize
the Strategy
Globalize
the Strategy
Global Marketing Evolution

4. What is Internationalization ?
• As the process of increasing involvement in
international operations.
Why consider going international ?
• To increase overall customer base.
• To offset seasonal fluctuations in local markets
• To minimize risk of losing market share to clients who
themselves use internet to find goods / services in
overseas markets
• To offset increasing costs of doing business at home
• To gain prestige with customers at home .

5. Internationalization
Advantage
• Spreading business risk
• Opportunity to exploit an existing
competitive edge in new markets
• Expansion of brand awareness to
new audiences
• Increased revenue generation
• Possibility of accessing new
technologies / information
• Business can be conducted via the
internet thus shortening the
communication channels between
customers and markets
Disadvantage
• cultural and language
barriers
• exchange rate fluctuations
• religious beliefs
• government regulations /
policy on profit repatriation
• political instability
• economic downturn.

6. Major International Marketing Decisions

7. Strategy to enter into International Market.
• Export
• Involves using domestic plants as a production base for exporting to
foreign markets.
• Licensing
• Has valuable technical know-how or a patented product but does not have
international capabilities or resources to enter foreign markets
• Franchise
• Often is better suited to global expansion efforts of service and retailing
enterprise by establishing franchise in particular country.

8. • Strategic alliance
• Through strategic alliance you can enter into international market.
• Global strategy
• Pursue basic strategy world wide.
• Sell the same products under the same brand
• Production plants located local efficiencies
• Best suppliers from anywhere
• Coordinated marketing and distribution worldwide
• Multi country strategy
• Production plants in each country
– Producing products for that country
– Using local suppliers where possible

9. • Strategic alliance
• Through strategic alliance you can enter into international market.
• Global strategy
• Pursue basic strategy world wide.
• Sell the same products under the same brand
• Production plants located local efficiencies
• Best suppliers from anywhere
• Coordinated marketing and distribution worldwide
• Multi country strategy
• Production plants in each country
– Producing products for that country
– Using local suppliers where possible

10. CHALLENGES to enter International
market
 While choosing new markets, MNCs
need to consider several factors:
1) Micro factor
2) Macro factor

11. Micro factor
• Political/regulatory environment.
Tariff barriers - taxes on imports paid
to customs officials - include
Nontariff barriers
• Financial/economic environment.
Exchange rate - price of one currency in relation to
another
Fiscal policies
Monetary policy
• Socio cultural issues and technological infrastructure.
Understanding the local culture is the most profitable way
of marketing product and services.

12. Macro factor
• Competitive considerations.
• Local infrastructure such as
transportation & logistics network.
• Availability of mass media for
advertising is important.

13. Implementing Global Marketing
 Success will come from a balance between local and
regional / global concerns.
 “Think globally, act locally” is the operative phrase
for global marketers competing in country markets.
 Product choices should consider individual markets
as well as transfer products from one region to
another.

14. Localizing Global Marketing
 Management processes
- Enhance the global transfer of communications
- Interchange personnel to gain experience
abroad
 Headquarters should coordinate and leverage resources
 Permit local managers to develop their own programs within
defined parameters

15.  CONCLUSION:
 I conclude that when firm goes to globalization it
has a lot of growth & development which leads
always in good profit motive.