International Marketing Report: Global vs. Local Marketing Debate

This report provides an overview of international marketing, focusing on the global versus local marketing debate. It defines international marketing and explores the differences between global and local marketing strategies, including their scope, customer base, currency usage, and market research requirements. The report investigates how product, pricing, promotional, and distribution approaches vary across different international contexts, using examples like the Five Guys restaurant to illustrate standardization and adaptation. The report concludes that effective international marketing is crucial for a company's success, highlighting the importance of various marketing strategies like online advertising and digital marketing. References to academic sources support the analysis.

International Marketing

Table of Contents
 INTRODUCTION
 Present an overview of the key arguments in the global vs local debate
 Investigate how product, pricing, promotional and distribution approach differs in a variety
of international context.
 Conclusion
 Reference

INTRODUCTION
The international marketing is defined
as the set of different marketing
strategies which is utilized by company
for enhancing the awareness of various
goods and services in global market.
By using various marketing strategies
organization is able to identify the real
needs and desires of consumers
quickly.

Present an overview of key arguments between
global vs local debate
The local marketing is basically defined
as focusing on specific areas in narrow
manner by organization for enhancing
the sales of their goods and services
quickly (Bala and Verma, 2018). But in
aspect of global marketing it is also
called as international marketing and her
products are diversified at wide range as
per the needs and desires of customers.

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Global marketing Local marketing
 In this kind of marketing the scope for organization is
very high in market.
 In aspect of global marketing functions of company
are carried in global level.
 In global marketing the base of the customers is very
high.
 In global marketing multiple currencies are utilized.
 In international marketing the awareness of goods
and services are highly enhanced in Denmark and
other countries in slow manner.
 It needs intensive market research due to company's
physical absence in perspective global market.
 Less customer engagement due to the distant
presence and low customer interactions (Floren, Rasul
and Gani, 2019).
 Here, a single commercial runs throughout the world
in various regional languages of different countries.
 Due to adapting this kind of marketing strategy the
scope of the company is very limited.
 Here the activities of company are run in localized
manner.
 In localized marketing the base of consumers is very
less.
 In localized marketing only one type of currency is
used.
 In this kind of marketing the popularity of services
and goods are increased in fast mode.
 It required lo market research due to the overall
physical presence of company.
 Here the interaction between company and customer
are very high. Due to this the needs and desires of
users are fulfilled in time.
 In this kind of marketing multiple commercial runs
throughout in various regional languages of different
countries.

Investigate how product, pricing and other approaches differs in
a variety of international context
Standardization Adaptation
Product In new location also the authority of five guys
restaurant is utilizing high quality raw materials
and substitutes in their in their food items ate
efficient manner.
-
Price
-
For balancing the portfolio and increasing growth
rate of firm management utilized the strategy of
competitive price and discounting offers in their
goods and services.
Place In the selected location management utilized
strong infrastructure and distribution channel for
run their organization smoothly. It is also beneficial
for enhancing the convenience of customers at
higher rate to buy the product within low time
(Steenkamp, 2020).
-
Promotion - For enhancing the awareness of services and
goods effectively in their chosen location,
management used the platform of social media.

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From the evaluation of above data, it is
understood that the elements of marketing
mix played the major role for highlighting
the features of company products and
services effectively. Therefore, the concept
of international marketing is highly
important for running the activities of
company smoothly and also for enhancing
their revenue at new locations effectively.

Conclusion
After the analysis of above information, it concludes that the activities of
international marketing play the crucial role for sustaining the success of
company in market. Due to the effective utilization of various marketing
strategies company easily increased the awareness of their goods and services
in market at wide range for long duration. The strategies which are used in
marketing are online advertising, digital marketing, sales promotion and
others. The report will covers Present an overview of the key arguments in the
global vs local debate.

References
 Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala,
D. Verma (2018). A Critical Review of Digital Marketing. International Journal
of Management, IT & Engineering, 8(10), pp.321-339.
 Floren, J., Rasul, T. and Gani, A., 2019. Islamic marketing and consumer
behaviour: a systematic literature review. Journal of Islamic Marketing.
 Steenkamp, J.B.E., 2020. Global brand building and management in the
digital age. Journal of International Marketing, 28(1), pp.13-27.
 Thomaz, F., 2020. The digital and physical footprint of dark net
markets. Journal of International Marketing, 28(1), pp.66-80.