This document outlines a global marketing strategy, which involves standardizing marketing activities across cultures with similarities while adapting for differences. It discusses pursuing global consumers and opportunities like following customers abroad, diversifying markets, and exploiting product life cycles. Developing a global strategy requires understanding the international environment, deciding which markets to enter, and how to adapt the marketing mix to each market. A company must also prepare an effective international organization and use mediums like websites and advertisements. The benefits of a global strategy include improved effectiveness, stronger competitive advantage, greater awareness, and cost reductions.

1. Global Marketing Strategy

2. Global Marketing Strategy
-practice of standardizing marketing activities
when there are cultural similarities and adapting
them when cultures differ (Kerin, Hartley, Rudelius)
Global consumers -customers living around the world
who have similar needs or seek similar benefits from
products/services
•global middle-income class
•global youth market
•global elite segment

3. Reasons
Opportunistic global market development (diversifying
markets)
Following customers abroad (customer satisfaction)
Pursuing geographic diversification (climate,
geography, etc.)
Exploiting product life cycle differences
Pursuing potential abroad (technology)
Globalizing for defensive reasons
Pursuing a global logic or imperative (new markets and
profits)

4. Preparations
1.Understand the international marketing environment
2.Consider what proportion of foreign to total sales to
seek, whether to do business in a few or many
countries and what types of countries to enter
3.Decide on which particular markets to enter
4.Decide how to enter each attractive market
5.Decide on the extent to which their products,
promotion, price and distribution should be adapted
to individual foreign markets
6.Develop an effective organization for pursuing
international marketing

5. Mediums
-Website
-Advertisements on TV,
radio, newspapers, etc.

6. Benefits
Improved product and service effectiveness
Stronger competitive advantage
Heightened customer awareness
Cost reduction and savings