Introduction
To understand global marketing, one needs to first understand the concept of marketing itself. According to Philip Kotler, recognized as one of the world's leading authorities in this subject, Marketing “is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” He also says that marketers can “influence demand by making the product appropriate, attractive, affordable, and easily available to target consumers." Within the global marketing process, the key elements of this framework still apply; the main difference here is the target-market.
When marketing internationally, the organization needs to assess the extent to which their marketing plans can expand globally without modifications, or which adaptations and modifications are required to adapt their products or services to the new culture. "Leung and colleagues (2005) define national culture as the values, beliefs, norms, and behavioral patterns of a national group" (Agarwal, Malhotra, & Bolton, 2010). And it is extremely important for marketers to understand all those aspects in order to succeed in a different nation.
The simple way to describe international marketing is when the organization makes one or more marketing mix decisions across different nations. To understand more thoroughly the different levels of marketing, Doole & Lowe (2008) described them as:
When marketing internationally, the organization needs to assess the extent to which their marketing plans can expand globally without modifications, or which adaptations and modifications are required to adapt their products or services to the new culture. "Leung and colleagues (2005) define national culture as the values, beliefs, norms, and behavioral patterns of a national group" (Agarwal, Malhotra, & Bolton, 2010). And it is extremely important for marketers to understand all those aspects in order to succeed in a different nation.
The simple way to describe international marketing is when the organization makes one or more marketing mix decisions across different nations. To understand more thoroughly the different levels of marketing, Doole & Lowe (2008) described them as: