Marketing is about market and customer orientation of the whole company; it focuses

satisfying customer needs in a competitive environment. Marketing is important because of

customer orientation, it is key to success if the customer has to choose from two company he
will choose one of them that best served and satisfied him.

Low customer orientation creates unsatisfied customers which will not be loyal to the
company, increasing the migration of customers; high migration of customers leads to high cost
of customer acquisition and unbalanced financial statement, forcing the company want to
invest a lot to stay in the market.

Marketing is applied by both for profit and non-profit organizations since they all have
customers they serve in a competitive environment.

Marketing management starts from situation analysis (SWOT) of market customers,

competitors and internal situation. Then strategy will be developed to achieve marketing goals
using what is commonly termed as marketing mix. And then a control mechanism will be put in
place, to gauge the performance of the marketing effort.

Situation analysis has two ways: internal and external of the company. For internal situation
analysis, we have to identify the strength and weakness of the company regarding meeting
customer needs. External situation analysis requires looking outside the perimeter of the
company and towards the customers and competitors to identify the market customers and
competitors. The influence of micro environment (PESTEL) analysis that is called political,
economic, social, technological, ecological and legal should also be analyzed. The internal and
external analysis is called SWOT analysis.

Function that are formulated to achieve marketing goals are given orientation,
coordination activities, should motivate the decision makers to achieve the goals and control
activities and strategies should be controlled by having goals.
 Global marketing is a global business that operates around the world. It can also be looked at
from three different aspect of view. From the economic point of view, it is the process of flow
of factors, products and information of economies across the world. From the sociological
perspective, it increases social interactions of across the globe to communicate more, while
from the corporate point of view, it is developed by corporate strategies and way of corporate
life required, facilitated and sustained.

In going global, there are four basic stages companies follow. These are:

1. New companies is link up with local dealers and distributors

2. The company must have its own resource to catch up with nation companies
3. When the company move to higher level need to start his manufacturing, marketing and
sales activities taking their
4. Company moves inside market supported by system research and development

When going global, there are essential conditions that must be fulfilled for companies to
succeed. These are:

 Business freedom: to enter in another nation government must not interfere

 Facilities: the company when went to another country he must feel like his home
country
 Government support: the government should support the foreign company
 Resources: resources should be available too
 Competitiveness: the foreign company had a chance to compete and have advantage

Companies go global to get foreign capital, to reap the benefits of higher productivity, to
control inflation and to get fresh ideas and innovations among other things.

Global marketing fulfills the local needs from global market, introduces new technology
and product to the target market and adds high value to the local service.