A committed international marketer is the Coca-Cola Company. Going global helps the organization to win over its competitors domestic and international by ensuring quality product or service. The company adopts a consistent marketing practice while selling products or services in the markets of different countries. In fact, global is a word that reflects the meaning pertaining to the entire world. International is another word that talks about the whole world, instead of a particular place or country.
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It is followed by large retail stores that sell certain fixed products. Each and every product of theirs is the exact same as you would find in the country of their origin or that can be found in any other country for that matter. First, they must possess a global team. Second, they must possess a universal marketing plan. Naturally, it takes some time and effort for a local company to start selling its products on a global level.
International marketing is in many ways different from global marketing. International marketing is when a company that is headquartered in one country decides to start selling its products in another or many other countries. It then opens head offices and manufacturing units in those countries. It is just like opening a new franchise in another country.
The company is still in charge of the international marketing business and its operations and marketing goals but the responsibility of the local markets now lies with the local headquartered units of the company which look after them in their own way. It is still possible to keep a large chain using international marketing. The chain and franchises have the same company logo and missions but sells products that are according to the tastes and religious sentiments of the people of those markets.
For example, an American company dealing in international marketing would not just sell American products but French products as well. International marketing has many advantages too. One of them being the availability of local and competent staff from the country of operation, who have a sound knowledge of the local customs and traditions and thus are of great value to the company. These kind of franchises can still operate and make their own marketing policies but ultimately have to report to the main headquarter in the country of origin to report all the sales and revenue figures.
The decision for a new company, that has just started to operate needing to expand its business activities, whether to adopt global or international marketing, has to be taken after considering its nature of products and other pros and cons. It is worth mentioning that a company must attain a safe operational stature before it decides to adopt a global marketing policy. Like, the interpretation of a brochure from English to Chinese is better for global marketing companies than to international marketers, who are better at locating for themselves a decent local copywriter.
We hope that after reading our article, the confusion as to the distinction between international marketing and global marketing in the minds of our readers would have gone. We hope that you also found our article informative and interesting. Many thanks for reading! Here we discuss some of the key differences between the two terms that show that these are not similar.
International marketing refers to the company's penetration into the prospective markets of different countries by directly engaging in the local marketing environment.
It comparatively needs less research and development since the company has a physical existence in the international market and can analyze the market. Customer Engagement Less customer engagement due to the distant presence and low customer interactions.
Customer engagement is quite high due to the local presence and multiple communication channels. Marketing Budget All the budgeting activities for global marketing are performed at the company's headquarters. The international subsidiaries perform budgeting activities at the local level. Social Media Marketing Company has a unanimous social media page for its global operations. Here, there are multiple social media pages of the company, on Twitter, Instagram or Facebook segregated according to the country.
Advertising Here, a single commercial runs throughout the world in various regional languages of different countries. Advertisements in the international market are tailored exclusively for the local market and vary drastically from country to country. Promotion Strategy Promotion tactics are adopted keeping in mind the global audience perspective.
The promotional strategies are designed individually for every local market. Marketing Autonomy Limited to the company's headquarters.
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