International Marketing: Local vs Global Debate

International Marketing
(LO3 and LO4)

Table of Content
 Introduction
 Present an overview of arguments in the local vs global debate
 Investigation of promotional, pricing, product and distribution approach different in global
as well as in international market
 Determine the different international marketing approaches which is adapted by company
 Compare international orientation and home and ways to assess rivals outlining the
implications of each approach
 Conclusion
 References

Introduction
International marketing is defined as
a process to exchange of products or
services to meet the needs of the
audience. This report include IKEA
company which is located in many
countries such as Europe, Africa and
America.

Present an overview of arguments in the local vs
global debate.
Global marketing: It refers to the market which determine the wants and desires
of final users globally which involves the planning and promoting the goods
and services worldwide.
Local marketing: It is defined to target the consumers which is located in same
region where business operates.