Global Marketing Concept and Portfolio Entries

MKT3040 AS1
PORTOFOLIO

Table of Contents

INTRODUCTION
Global marketing can bee defined as the process which is focused by the organisations to
market all their products and services at global level. It is very important for all the large
corporations to make sure that they are paying attention towards it (Baena, 2019). Present report
is focused with the concept of global marketing and four different portfolio entries are generated
in it. First one is related to development of the concept of global marketing. Second portfolio
provides details about merging BRIC markets and the challenges that could eb faced by a UK
company while expanding business in the new country. Third portfolio entry is focused with the
factors that are influencing an organisation to select the best entry mode to enter in a new market.
The last portfolio is related to franchising, its benefits, advantages and disadvantages.
Portfolio Entry 1
1. Explanation of the development of the global marketing concept
Global marketing is a process which is followed by all the companies which are carrying
out operations at global level. It is very important for all the organisations to make sue that they
are performing marketing activities at global level as it can help to increase awareness of the
products and services to the customers in various countries. With the help of it, all the companies
can increase their sales as well as profits because it enhances awareness of the customers about
the items that will be sold to them.
2. Discussion of the development of global marketing concept
According to M.V. Kulkarni, “Global marketing is the process which is focused with
identification of needs, demand and wants of all the customers at global level so that all the
products could be offered to them according to their preferences (Global marketing concept,
2020).
In views of Warren J Keegan, “Global marketing is a procedure which is used by
companies to determine needs and expectations of all the customers so that availability of the
items could be made for them (Global marketing concept, 2020).
According or Mark Burgess, “Global marketing can be defined as the process which is
used by international companies to translate all the needs of global clients in to revenues by
meeting tehri expectations (Global marketing concept, 2020).
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