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UNIT 01GLOBAL MARKETINGLESSON NO. 1: GLOBAL MARKETING: INTRODUCTION,SCOPE, BENEFITS, OBSTACLESAND PROTECTIONISMSTRUCTURE
1.1 From international marketing to global marketing1.2 Definitions of international and global marketing management1.3 Management orientation1.4 Benefits of international marketing1.5 Scope of global marketing1.6 Obstacles to Internationalization1.7 Protectionism1.8 Arguments for Protectionism1.9 Tools of government protectionism1.10 Self-assessment questions
1.1 FROM INTERNATIONAL MARKETING TO GLOBALMARKETING
The term global marketing has only been used for some tem years andbegan to assume widespread use in 1983 with the seminal article by TedLevitt. Prior to that, international marketing or multinational marketingwas the term used most often to describe international marketingactivities. However, global marketing is not just a new term for an oldphenomenon; there are real differences between international marketingand global marketing. In many ways global marketing is a subcategory
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of international marketing with special importance in our present world.It has captured the attention of marketing academics and businesspractitioners alike and, as indicated by the title of our book, we attachconsiderable importance to this new type of international marketing.However, before we explain global marketing in greater detail, let usfirst look at the historical development of international marketing as afield and gain a better understanding of the phases through which it haspassed.
1.1.1 Domesticmarketing
Marketing that is aimed at a single market, the firm’s domestic market, isreferred to as domestic marketing. In domestic marketing, the firm facesonly one set of competitive, economic, and market issues and,essentially, must deal with only one set of customers, although thecompany may serve several segments in this one market. The marketingconcepts that apply to domestic or single-country marketing are those weexpect our readers are well versed in and will not be covered further inthis book.
1.1.2 Export marketing
The field of export marketing covers all those marketing activitiesinvolved when a firm markets its products outside its main (domestic)base of operation and when products are physically shipped from onemarket or country to another. Although the domestic marketing operationremains of primary importance, the major challenges of export marketingare the selection of appropriate markets or countries through marketingresearch, the determination of appropriate product modifications to meetthe demand requirements of export markets, and the development of 
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export channels through which the company can market its productsabroad. In this phase, the firm may concentrate mostly on the productmodifications and run the export operations as a welcome and profitableby-product of its domestic strategy. Because the movement of goodsacross national borders is a major part of an exporting strategy, therequired kills include knowledge of shipping and export documentation.Although export marketing probably represents the most traditional andleast involved form of international marketing, it remains an importantaspect for many firms. As a result, we have devoted chapter 18exclusively to this topic.
1.1.3 International marketing
When practicising international marketing, a company goes beyondexporting and becomes much more directly involved in the localmarketing environment within a given country or market. Theinternational marketer is likely to have its own sales subsidiaries and willparticipate in and develop entire marketing strategies for foreignmarkets. At this point, the necessary adaptation to the firm’s domesticmarketing strategies becomes a main concern. Companies goinginternational now will have to find out how they must adjust an entiremarketing strategy, including how they sell, advertise, and distribute, inorder to fit new market demands.An important challenge for the international marketing phase of a firmbecomes the need to understand the different environme4nts thecompany needs to operate in. understanding different cultural, economic,and political environments becomes necessary for success. This isgenerally described as part of a company’s internationalization process,whereby a firm becomes more experienced to operate in various foreign
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