Under a global marketing approach, a company tries to achieve economies of scale by selling standardized products around the world. This approach requires a global strategy. The global approach assumes that individual country markets are converging and the world market is seen as a unit. Companies with a global orientation can take advantage of this development. The chapter for this lesson is fairly straight forward.
Marketing is where the firm interacts directly with the customer.
As you read be sure to take note of the issues and problems which marketers must deal with in the international environment that they do not encounter in a domestic market. Here is an example of a very large company which failed to account for national differences. As an exercise, visit Infiniti and Nissan car dealerships. Notice how you are treated by the salespeople. Visit your local supermarket or another major retail outlet.