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Chapter 1
Introduction to Global Marketing
What is Global Marketing?
Global Marketing is the process of focusing the resources and objectives of a company on
global marketing opportunities. It means widening the business horizons to encompass the
world when scanning for opportunity and threat. This decision to entering new markets
depends strongly on the companys resources, managerial mindset and the nature of
opportunity and threat, which not every company is able to.
In the 1990s, the concept of the 4ps was outdated and there was a shift of the focus from
the customer to the customer in the external environment. Then, the means of strategic
Management for the integration of Marketing with other Management functions came up
ad shifted the focus towards the strategic partnerships and the new positioning between
vendors & customers with the purpose of creating value for the customer.
The 3 Principles of Marketing
The essence of Marketing can be summarized in 3 Principles.
1. Marketing for creating higher customer value than the competitors by expanding or
improving the product, by reducing the price or by a combination of these.
2. Offering competitive advantage in case of product, price, promotion, distribution, etc.
3. For succeeding on the first two principles, the focus is needed for concentrating the
attention.
Why Global Marketing?
Because, although the Marketing tools are universal, the marketing practice varies form
country to country, as well as the consumers, competitors, distribution channels, etc are
different. Therefore it can be necessary to change the marketing plan. The successful
marketers need therefore to "think globally and act locally".
As seen in the example of Coca Cola, this ability can be a source of competitive advantage
