Research Paper Idea: Marketing on a Global Scale


Marketing on a Global Scale means marketing products and services throughout the world and taking commercial advantage of global operational differences, similarities and opportunities in order to meet international goals. Global marketing is not revolutionary but a process that is developed gradually. While this does not apply to all companies, it is applicable to most companies that started their businesses as companies catering to their local markets. International marketing has intensified and is evident for approximately nearly all aspects of consumer’s daily life. Local regions or national boundaries no longer restricted to the competitive forces. For success in the current globalized economy companies must be simultaneously responsive to local as well as global market conditions and different processes related to the international marketing process.

Therefore international marketing skills should be considered as an integral requirement for every company; even it is currently not involved in exporting the activities for the endorsement of the brand or the company.  The internationalized marketplace has dramatically changed very rapidly in recent years by changes in trading techniques, standards and practices. These changes have been toughened and developed by new and innovative technologies and developing the economic relationships between the companies and the organizations which are working for trade encouragement and promotion all over the world.  The multiplicity of the globalized companies is equaled by the variety of enterprises which play an essential role in the marketing development process. There also concentrates on the matching of the compatible company resources and marketing objectives in successful international marketing trade.

Global marketing is a firm’s capability to sell its products or services to almost all countries on the planet. With extensive reach, the need for a firm’s product or services is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide. The firm understands the requirement to service customers locally with global standard solutions or products, and localizes that product as required to maintain an optimal balance of cost, efficiency, customization and localization in a control-customization continuum to best meet local, national and global requirements to position itself against or with competitors, partners, alliances, substitutes and defend against new global and local market entrants per country, region or city.

In addition to this Global brand uniqueness is significant development is the process of establishing brands of products, the firm, and services locally and worldwide.  This also considers the scope, product strengths and weaknesses, quality/value, uses, users and country of origin; organizational and  personality attributes and brand customer relationships (friend, adviser, influencer, trusted source); and importantly symbols, trademarks metaphors, imagery, mood, photography and the company’s brand heritage. In establishing a global brand, the brand proposition. 

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