Global marketing

• Globalisation and global marketing:

  • businesses market products on an international scale
  • increase growth of business due to reaching more customers > increase recognitions and profit
  • e.g. Coca cola which sells soft drinks in over 200 countries with a global brand identity
• Different marketing strategies:

  • awareness of brand > tradework > easily recognisable worldwide > often American brands e.g. Apple, Coca Cola
  • having one global strategy reduces costs and develops global awareness, will only change for each culture and diff languages (glocalisation)
  • achieve economies of scale > more trust around the brand if well-known