GLOBAL MARKETING

Companies currently can no longer afford to pay attention just to their domestic market, no matter how big it is.  Various industries are global industries, and those firms that operate globally gain lower costs and superior brand awareness.  At the same time, global marketing is dangerous because of variable exchange rates, protectionist tariffs, unstable governments, and trade barriers, and numerous other factors.  Given the potential increase and risks of international marketing, companies require a systematic way to build their international marketing decisions. The company ought to understand the international marketing environment.

The l990s spot the first decade in which companies around the world must begin thinking globally. Distance and Time are shrinking quickly with the advent of earlier, transportation, communication and financial flows. Manufacture developed in one country are discovering enthusiastic acceptance in other countries. Domestic companies that never thought regarding foreign competitors unexpectedly find these competitors in their own backyards.  The firm that stays at home to play it securely not only might lose its opportunity to enter other markets but also risks losing its own home market. A company faces six main decisions in international marketing.