Global marketing is a situation where a company is operating in many countries and adapts the same promotional tactics in all countries. In such a case, the company views the whole world as a one big market and thus no need to adapt the goods and services, distribution and communication to domestic requirements. The company offers the same kind of products and services all over the world (Wilson & Gilligan, 2012). The marketing personnel are based in the company’s headquarters and they possess diverse skills that match well together. In addition, the marketing budget is also managed from the headquarters. The promotional tactics are meant for the global audience and not tailored for domestic audience.

International marketing is a situation where a company opens or acquires a subsidiary in a country and then lets the subsidiary to fully supply the local market. In this case, the subsidiary tailors the products and services to fit the domestic market. It pays attention to local customs and behaviors. The products and services, distribution channels and communication tactics are tailored to the domestic market (Wilson & Gilligan, 2012). The marketing team is recruited from the domestic country and operates in the same country. The marketing budget issues are handled at local levels by the subsidiary. In addition, the promotional and advertising tactics are also tailored to the specific country.

Both International marketing and Global marketing are used by companies depending on which method is effective. Both methods are not always successful in a similar market. A study of the market will determine which strategies and tactics are most effective in a certain country. With the availability of the multiple markets, companies have to plan for the best marketing plan.

Reference

Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge

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