FACTORS

AFFECTING
GLOBAL
MARKETING
ORGANIZATIO
N
GLOBAL MARKETING
 GLOBAL MARKETING REFERS TO MARKETING
DONE ACROSS VARIOUS COUNTRIES RATHER
THAN JUST FOCUSING ON MARKETING IN THE
HOME COUNTRY
 GLOBAL MARKETING IS THE LAST STAGE IN
THE PROCESS OF INTERNATIONALISATION OF
BUSSINESS AND MARKETING
FACTORS AFFECTING GLOBAL
MARKETING ORGANISATION
 AN ORGANISATION STRUCTURE OF THE
COMPANY NEEDS TO BE CHANGED AS PER
CHANGES IN THE INTERNAL AND EXTERNAL
ENVIRONMENT OF THE COMPANY
 THE FACTORS AFFECTING GLOBAL
MARKETING ARE
 INTERNAL FACTORS

 EXTERNAL FACTORS
INTERNAL FACTORS
 CORPORATE OBJECTIVES
 CORPORATE ORIENTATIONS
a) POLICENTRIC ORIENTATION
b) ETHNOCENTRIC ORIENTATION
c) GEOCENTRIC ORIENTATION
 FLEXIBILITY
INTERNAL FACTORS
 ADEQUATE RESOURCES
 THE SIZE AND SIGNIFICANCE OF
INTERNATIONAL SALES
 HUMAN RESOURCE
 NUMBER OF INTERNATIONAL MARKETS
EXTERNAL FACTORS
 GEOGRAPHICAL DISTANCE
 TIME ZONE DIFFERENCES
 GOVERNMENT REGULATIONS
 TYPES OF CONSUMERS