Globalization and Marketing

From the Paper:

"International firms are taking a global perspective today to a much greater degree than in the past. Globalization is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Companies today are arranging their entire business structure to respond to global demands. Manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.

There are four types of marketing mindset that can be brought to bear on a marketing problem. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational ..."

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