Global Marketing

The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.”

It is the process of conveying product or service globally to reach the international market. If the company is in good condition then through global marketing company can be reached to the next level. Marketing Strategies are implemented based on the region in which company is settled. Products that have demand are globally marketed. Global marketing is expansive, extensive, and complex. It can be seen as both a business strategy and an operation, as a force for good as the ‘new imperialism’. It can be embodied in companies or perceived as a phenomenon.

Four P's of global marketing product,price,promotion and placement act like company moves through evolutionary phases to become globally popular.

Elements of global marketing are discussed as follows:-

• Product:Product should be created such that it can be sold anywhere using same method. Language is not restricted vary from region to region but the content will remain same.


• Price: It should not remain constant. It should be decided after surveying the market and currency of the country. Variable which affect the price values are location where the product is being produced,labor charges,transportation charges and the cost of ingredients.


• Promotion:After the research,creation and development, Promotion is the next step in global company’s marketing budget .If it possible to send message globally in relevant and cost effective manner ,it sure must be effective but the challenge is big .


• Placement:It means to distribute and reach the targeted market. Product should be promoted intelligently so that more placement of order will be there. In previous years the number of superstore were less so the product were sold at ordinary shops.