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Home→The Westburn Dictionary of Marketing→G→global marketing

global marketing

Definition:
The MARKETING of PRODUCTS or services world-wide using the same MARKETING MIX in every country and region. While global marketing or 'globalization' received a great deal of attention in the early and middle 1980s it is now generally accepted that it is appropriate to only a small range of global BRANDS. These may be luxury goods such as perfumes, fashion clothing and shoes, jewellery, personal accessories etc. (e.g. Chanel No. 5, Burberry, Gucci, Rolex, Dunhill) or FMCG with strong BRAND IMAGES, such as Marlboro cigarettes or the ubiquitous Coca-Cola. Essentially, global marketing is a form of UNDIFFERENTIATED MARKETING STRATEGY and most marketers take the view that cultural, social and language differences require some modification to the MARKETING MIX if goods and services are to be marketed effectively in a number of international MARKETS.

Cross-References:
[product] [market] [undifferentiated marketing strategy] [brand image] [marketing mix] [marketing] [brand]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.