International Marketing: Overview of Global vs Local Debate and Marketing Mix Adaptation

International Marketing

TABLE OF CONTENT
 INTRODUCTION
 GLOBAL VS LOCAL
 MARKETING MIX
 GLOBAL APPROACH
 DETERMINATION OF MARKETING MIX ADAPTATION
 CRITICAL EVALUATION OF THE MANAGEMENT OF THE
ORGANIZAITON PERFORMNCE IN THE INTERNATIONAL
BUISINESS
 CONCLUSION
 REFERENCES

INTRODUCTION
 International marketing is the application of the marketing
principles of an industry in the more that one country for the
purpose of expansion of their business.
 In this project the chosen organization is Browns Hotels which is
based in UK.
 This project provides the presentation of the overview of the key
arguments in the global vs local debate. In this project the
investigation of the marketing mix and their differences in the
international context has been discussed.
 This project also provides the evaluation of the context and
circumstances which are required for adapting in the global
organizational context.

GLOBAL VS LOCAL
 There are major differences in the global and local business market.
 Global marketing campaigns are used for raising the profit of the business
and also the services of the organization's
 In the local market the involved process is very linear and the only on
language campaign is followed by the organization for ensuring the
messages which are needed to be properly tailored for the customers.
 In the globalization of the business the company will need to be ready with
the international market and provide effectiveness in the operations of the
organization.
 In the local market the business needs to understand the effective
performance of the business for properly tailoring the cultural norms.