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global marketing. Both terms sound similar, right? And the word global, in a way, correlates with
international, right?
But the correct answer is no. They are not analogous.
According to the Oxford University Press, global marketing means a company adopts the same
promotional tactics across the world think of Wal-Mart or Nike. In global marketing, the
business thinks of the whole world as its operating space and does not adapt its products or
services, communication and distribution channels to domestic requirements.
International marketing, on the other hand, means marketing a company applies when it opens
a subsidiary in a country and lets the subsidiary serve the local market, paying attention to local
customs in terms of religion, lifestyles and eating habits, for example.
When it comes to promotion tactics, global marketing teams try to run ads and other
communication ploys that are in sync with a global audience.
An excellent way to understand is to see ads that were run during the 2014 FIFA World Cup a
perfect mix for global marketing: global sports event, billions of viewers, one passion for the
game.
In international marketing , commercials and other promotion tactics are tailored for the local
market.
#8. Advertising
In global marketing, commercials are run all over the world, whereas international marketing
favors ad airing in the local market exclusively or in similar markets, at most.
Some products lend themselves pretty well to global advertising. We already talked about sport
gear; you also have movies and songs as well as technology products.
Other products, conversely, cannot exist in some countries because of cultural prohibition or
legal censorship.
Conclusion
Whether a company opts for international marketing or global marketing is, after all, company
managements decision.
Ultimately, the selected marketing strategy must fit the organizations vision, mission, brand
policy and operational structure. Needless to say, a company must reach a comfortable
operational size before adopting a global marketing strategy.