Global Marketing is the marketing of one’s products other than his domestic market. It is taking advantage of the various commercial opportunities and even strategic variations of the international market.

Global Marketing is a marketing strategy that caters to the international market. It is a wider marketplace, usually with more risks than the average domestic market having to consider other countries’ preference over product acceptance, the bigger and broader competition, next-level advertising and commercialism of products or services being launched internationally.

Normally, the marketing plans and programs used for one product in one country is the same for every country where the product is being launched. This is for international signature purposes. In this way, the product may leave a mark to the people’s minds in one country and whenever they come across the same logo or any promotional strategy for the same product, anywhere in the world, they would be able to recognize the product.

To market one product using only one (although slightly varied) marketing approach and strategy for every country in the international market is like creating one language which everybody can speak. The variation in the marketing approach is designed to suit the particular preferences of each country, but keeping the general theme and overall message of the product.

However, not all products are global-market quality. And the uniform approach for every country might not work a success for every product. It is because Global Marketing is not merely an international advertising but a commitment to uphold the global-scale marketing strategies. Company assets, credibility and quality products are on the line in this gigantic marketplace.

Extensive research for various countries and cultures are put into serious consideration before the product is introduced. It may look easy for internationally known and established companies but before they became such, they have used up all resources to provide research and extensive reaching-out to countries where they planned to launch their products.

Copyright 2007 Ismael D. Tabije

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