International Marketing: Global vs Local and Marketing Mix in the International Market

INTERNATIONAL
MARKETING

TABLE OF CONTENT
Introduction
Overview of key argument in context of local or global marketing
Investigation of the way products, price, promotional and distribution
approach different in context of international market
Evaluation of context and circumstance in which company should
make use of global or local approach
Conclusion

INTRODUCTION
Marketing is important function of organisation as it helps in
increasing overall sales volume and profitability of firm by adding
more and more customers within firm.
Marketing department make different strategies for local and global
market so that maximum benefit can be enjoy by company.
Marriott is strong brand image hotel operate in UK and different parts
of company to deliver extreme qualitative services so that requirements
of people can be fulfilled.
 This presentation contain information related to debate on global vs
local and marketing mix technique in context of international market to
gain maximum market share.

Overview of key argument in context of local or global
marketing
Global market is wide areas in which company needs to understand needs and preferences of individuals
that are belonging to different segment in order to set particular action that can be fruitful. On the other
hand in local market, company can make use of existing strategies to influence local resident to prefer
Marriott services in order to satisfy their requirements. So global vs local can be understood as follows:
Products and services: In local market similar type of products or services can be offered to customers
while in global market company have to change to provide services as per needs of each individuals
belonging to particular segment.
Marketing budget: Marriott require more amount of capital to operate in international or global market
as compared to local as it needs to perform number of activities in order to survive and sustain in new
market condition.