You are on page 1of 3

Lets quickly clarify a few things before we get into the nitty gritty of international marketing and

global marketing. Both terms sound similar, right? And the word global, in a way, correlates with
international, right?
But the correct answer is no. They are not analogous.
According to the Oxford University Press, global marketing means a company adopts the same
promotional tactics across the world think of Wal-Mart or Nike. In global marketing, the
business thinks of the whole world as its operating space and does not adapt its products or
services, communication and distribution channels to domestic requirements.
International marketing, on the other hand, means marketing a company applies when it opens
a subsidiary in a country and lets the subsidiary serve the local market, paying attention to local
customs in terms of religion, lifestyles and eating habits, for example.

#1. Product or Service Offering


In global marketing, a company offers the same products and services across the board, in
multiple countries. Think about banks, insurance companies and large retail chains like Wal-Mart.
In international marketing, products and services are tailored to specific countries. Think about
Sharia finance products, which are only offered in Islamic countries or to Muslim customers in
non-Muslim countries or meat that is banned from Israeli or Muslim diet.

#2. Marketing Staff


Global marketing personnel tend to work at the companys headquarters and generally are a
diverse group of people. They possess various skills that collectively mesh well together, and
take a global view of the companys market.
Conversely, in international marketing, team members tend to hail exclusively from the same
country or a country with linguistic or cultural affinity with the primary country.

#3. Marketing Budget


The budget of a global marketing team is managed directly from the corporate headquarters. For
example, Nike sets a global marketing budget, which then trickles down to local offices.
In international marketing, however, budget issues are negotiated and handled at the local level,
within the subsidiary. Take for example McDonald, which runs local ads, some of which you will
never see in another country.

#4. Promotion Tactics

When it comes to promotion tactics, global marketing teams try to run ads and other
communication ploys that are in sync with a global audience.
An excellent way to understand is to see ads that were run during the 2014 FIFA World Cup a
perfect mix for global marketing: global sports event, billions of viewers, one passion for the
game.
In international marketing , commercials and other promotion tactics are tailored for the local
market.

#5. Operational Autonomy


Marketing does not mean you sit in a corner office and think about how to sell a product. The
typical marketing mix has four components, what experts call the 4Ps: product, price,
promotion and place (of distribution).
So in terms of operational autonomy, global marketing teams tend to run everything from A to Z,
from the corporate headquarters, whereas international marketing teams handle things
domestically.

#6. Social Media


By reviewing their social media pages, you can quickly see which companies favor global
marketing over international marketing and vice versa. For example, you will notice that
McDonald adopts an international marketing strategy, with Facebook pages as diverse as
McDonalds Malaysia, McDonalds Brazil, McDonalds Italia and McDonalds Polska (Poland).
Conversely, Nike or Caterpillar runs a single page.

#7. Customer Engagement


Customer engagement is more active in international marketing. By setting multiple
communication channels, a company can better engage with fans and customers at a local level.
That is not to say that global marketing is less effective when it comes to customer engagement
the tactics are just different.
But it is clear that international marketing tends to produce a higher level of engagement than
global marketing.

#8. Advertising
In global marketing, commercials are run all over the world, whereas international marketing
favors ad airing in the local market exclusively or in similar markets, at most.
Some products lend themselves pretty well to global advertising. We already talked about sport
gear; you also have movies and songs as well as technology products.
Other products, conversely, cannot exist in some countries because of cultural prohibition or
legal censorship.

#9. Market Research and R&D


Market research and R&D are as deep and broad in global marketing as they are in international
marketing.
Sometimes, though, global marketing can produce big flops when market research has not
properly conducted or local customs thoroughly studied. Think, for example, of Chevy Novas
and Mazda LaPutas unfortunate stints in the Spanish market (in Spanish, no va and la puta
mean it doesnt go and the whore, respectively.).
Other product flops include the Ben-Gay aspirin, McDonalds Arch Deluxe, and the Cocaine
Energy Drink produced by Redux Beverages.

#10. Hybrid Structure


Our number 10 example is not really an example of comparative global marketing vs.
international marketing analysis, but an illustration of how a hybrid structure international and
global can help companies succeed.
Coca-Cola used that mixed tactic effectively in the earlier days, and is nowadays followed by
every company, from Mercedes Benz to Frito Lay to Procter & Gamble to McDonald.

Conclusion
Whether a company opts for international marketing or global marketing is, after all, company
managements decision.
Ultimately, the selected marketing strategy must fit the organizations vision, mission, brand
policy and operational structure. Needless to say, a company must reach a comfortable
operational size before adopting a global marketing strategy.