Global Marketing
These offices still report to headquarters in the home market but most of the marketing mix decisions are made in the individual countries since that staff is the most knowledgeable about the target markets.
International marketing If the exporting departments are becoming successful but the costs of doing business from headquarters plus time differences, language barriers, and cultural ignorance are hindering the company’s competitiveness in the foreign market, then offices could be built in the foreign countries. These marketers can be considered ethnocentric as they are most concerned with how they are perceived in their home country.While the following does not apply to all companies, it does apply to most companies that begin as domestic-only companies. Local product development is based on the needs of local customers.Because domestic marketers do not generally focus on the changes in the global marketplace, they may not be aware of a potential competitor who is a market leader on three continents until they simultaneously open 20 stores in the Northeastern U.
Domestic marketing A marketing restricted to the political boundaries of a country, is called “Domestic Marketing”.Global marketing is not a revolutionary shift, it is an evolutionary process. Sometimes companies buy firms in the foreign countries to take advantage of relationships, storefronts, factories, and personnel already in place. A company marketing only within its national boundaries only has to consider domestic competition. All marketing decisions are made at headquarters.Products and services are developed for customers in the home market without thought of how the product or service could be used in other markets. The biggest obstacle these marketers face is being blindsided by emerging global marketers.
These marketers are considered poly centric because they acknowledge that each market/country has different needs. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market.
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