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What is the Difference between Global Marketing and Marketing ? |
I would like to know the difference between Global marketing and marketing . Is it just that the target audiance is at a global scale and the strategies too at a global scale ? Is there any other differences ? Marketing is the function of business that focuses on identifying and satisfying customer needs. The "old" definition of marketing (according to the American Marketing Association) is, "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives"...thus, marketing is responsible for making sure that the company sells the right product, in the right place, at the right time and at the right price to satisfy the wants/needs of customers AND the goals of the organization (e.g., profit). The "new" AMA definition of marketing is, " marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customer and for managing customer relationship in wasy that benefit the organization and its stakeholders" This is a more philosophical definition that holds marketing responsible for customer relationships and corporate objectives. Global marketing (also called international marketing) is a subset of general marketing. Global marketers operate across national boundaries. The customers that they seek to satisfy aren't confined to a specific geographic location. For example, a small "mom and pop" restaurant doesn't need to worry about global marketing (unless it relies on international suppliers for the products it sells)...but a manufacturer or service business that sells its products in more than one country needs to be concerned with understanding and satisfying customer needs across a variety of legal, political, cultural, economic and technological environments. For example, a company that wants to sell hair dryers internationally needs to think about the different power requirements related to electricity resources in those countries and they need to provide instructions in various languages. Marketing is a term for selecting target customers. The difference you speak of is that global sales takes in the entire population and territory of Earth. Regular marketing is a local venture that may be national in scope or just neighborhood local. Spartawo... |
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