Global marketing is marketing for the new international environment. The global point of view is a strategy that requires an ability to look at business and competitive developments all over the world. The marketer must then digest what may be conflicting information from these various sources and create from this a workable plan, a plan that will give a product or service an appeal across borders. There are similarities between global marketing strategies and domestic marketing strategies, but at heart the skills required to accomplish each are different.
There are four types of marketing mindset that can be brought to bear on a marketing problem, and the mindset referred to is the outlook brought to bear. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational perspectives would do. The global perspective in fact encompasses all cultures or nationalities and might be seen as hovering like a satellite above the earth:
International and multinational perspectives depend on experience gained from direct contact with one or several other countries and cultures. The marketing executive with a global perspective achieves that view throughout the world, even for areas where no direct prior experience exists. This becomes essential because managers who receive global responsibility for a product, a segment, a category, or some other project could not possibly have been exposed to all those countries before (Hennessey 231).
The marketing executive must obviously think differently about the world to use this perspective.
The difference in perspective is emphasized by Sergey Frank, a marketing and sales troubleshooter for General Tire Co., a subsidiary of Continental A.G., who recently stated:
First of all, let me make a distinction between internationalizing on the one hand and globalizing on the other. If I decide to take adva...