An introduction to the subject of The Global Marketing Mix in the connection with an organisation's internationalisation process. Some factors affecting an organisation's decisions regarding standardisation and adaptation of the Marketing Mix are introduced and evaluated using an example. Only a few generations ago, it took months to ship products to a market in another country, and doing so was such a difficult undertaking that only huge trading companies were able to take the risk. Then, developments in transportation technology made it possible for people and products to move much more quickly, and the first push towards globalization began. Global marketing is more than simply selling a product internationally. Rather, it includes the whole process of planning, producing, placing, and promoting a company’s products in a worldwide market. This video is aimed at marketing management students.
• To provide an understanding of the factors which have led to the growth of internationalism and globalisation
• To produce a description of the major concepts and themes on which the subject of global marketing is based
• To describe what is involved in planning for global marketing.