Difference Between Domestic and Global Marketing

There should never be 'one marketing plan' in a company. The difference is

between the target markets. There should never be a cookie cutter style marketing
campaign. Any successful firm internationally, should first obtain success locally.
Coca Cola does well at being a global brand. Proctor and Gamble is a global
company - but one wouldn't know it per say. It's difficult to even judge which P&G
products you have in your home currently.

For a global/foreign market you could have a few approaches:

 Advertise as a foreign product - there is novelty in such for some countries.

For example by default, many would assume a French wine has better
quality. If it is something that the country perceives Americans to do better -
stick with that approach.

 Joint Partnership with a Local Firm - that way it can be considered a 'local
product' and try to find a firm that has already established credibility

 Licensing - you could just sell the rights to your product to a foreign firm.
The problem lies that they aren't obligated to maintain the quality standards
that you may perceive necessary, and therefore hurt brand image.

Multinational, global, and world marketing are all the same thing. Multinational
marketing treats all countries as the world market without designating a particular
country as domestic or foreign. As such, a company engaging in multinational
marketing is a corporate citizen of the world, whereas international marketing
implies the presence of a home base. However, the subtle difference between
international marketing and multinational marketing is probably insignificant in
terms of strategic implications.

Domestic marketing is the marketing practices within a marketer's home country.

Foreign marketing is the domestic operations within a foreign country (i.e.,
marketing methods used outside the home market).
 Comparative marketing analytically compares two or more countries' marketing
systems to identify similarities and differences.

International marketing studies the "how" and "why" a product succeeds or fails
abroad and how marketing efforts affect the outcome. It provides a micro view of
the market at the company level.

Multinational, global, and world marketing are all the same thing. Multinational
marketing treats all countries as the world market without designating a particular
country as domestic or foreign. As such, a company engaging in multinational
marketing is a corporate citizen of the world, whereas international marketing
implies the presence of a home base. However, the subtle difference between
international marketing and multinational marketing is probably insignificant in
terms of strategic implications.

Domestic marketing

Domestic marketing is about doing all of the above tasks within the
confines of the local or domestic/home market.

What is export marketing?

Export marketing is about marketing across national borders. All the basic
principles of marketing can be applied to both domestic and export
marketing, the latter is far more challenging because when entering a new
country/market, the marketer will have to deal with a different kind of
customer in a foreign environment with laws and regulations that may differ
radically from those of the domestic market. Even in a world that is moving
towards increasing similarities in consumer tastes, marketing methods,
production processes and business practices, there are still a significant
number of differences between international markets to make selling to
them challenging - see figure 2.
 figure 2
International marketing

When trading across national borders for example:

 The customer profile in the foreign market is often very different from
that of the customer in the domestic market, particularly in the areas
of language, religion, ideology, living standards and fashion
 Different and unfamiliar cultural, economic, legal, social and political
systems may be encountered in foreign markets Foreign markets
represent unfamiliar environments
 There are greater complexities associated with payment, distribution,
transport and insurance
 The role of documentation assumes added importance to prevent
misunderstanding and costly litigation
 Goods are subject to customs control and the payment of import duty
(where applicable)
 A number of technical and administrative regulations may apply to
exports - legal requirements in certain foreign markets in respect of
the technical specifications of a product, that call for changes to be
made before the product may be imported
 Exchange rates, and in some cases exchange control regulations,
are applicable
 There are new parameters that the exporter will need to take into
conisderation, such as import duties as well as legal restrictions,
foreign currencies, and different and additional marketing channels
  There is generally more extensive use made of the fax and e-mail
than the telephone and when these are used, different time zones
and different languages have to be considered
 Operating in foreign markets exposes the exporter to far wider and
more intense competition than would be the case in the domestic
market
 The complexity of exporting, the additional environments that
exporters face, as well as new parameters that exporters will need to
deal with, makes the export management task far more difficult

The main distinguishing feature between export marketing and domestic

marketing is thus that with the former, a company is operating within
external environments that are highly uncertain and where the rules of the
game are often ambiguous, contradictory and subject to rapid change!
Export marketing is therefore more challenging, complex, risky and
expensive. Ultimately, export marketing takes more effort and more time,
and requires greater financial resources than domestic marketing. In
addition, it requires at least the same level of commitment that companies
give to their local operations.

Multinational marketing (marketing across several different foreign markets)

is even more complex. When dealing with more than one foreign market,
the firm is faced with several different external environments, each of which
may call for different product, pricing, promotion and distribution strategies.
The challenge is to co-ordinate, integrate and manage the various
marketing programmes to achieve the firm's overall marketing objectives.

The difference between domestic and export marketing

Clearly, the term "marketing' is the common element in domestic marketing

and export marketing. But what does marketing entail? Although marketing
is often considered in the same light as selling, selling is essentially the end
result of the process of marketing. In other words, although selling and
sales are part of the marketing process, marketing is in fact much more.
 Marketing can be defined as the process of managing the efficient and
effective utilisation of a firm's resources with the aim of understanding and
meeting the opportunities and threats in a dynamic environment in such a
way that the firm's market offering(s) lead to the satisfaction of consumers'
needs and wants so that the objectives of the enterprise, the consumer and
society are achieved." (adapted from Marketing Management, Cant et al:
2006.)

The marketing concept

This definition underscores the marketing concept, which has six pillars
on which it is built. These are:

1. Bringing together in an efficient way all of the resources of the firm

(people, machines and money) to produce a product or service
2. Understanding the environment and the needs of consumers
3. Meeting the needs of customers with products or services produced
4. Addressing the opportunities and threats in the environment
5. Achieving the objectives of the firm which is usually to make money
6. Doing all of this with the good of society in mind

The marketing mix

In doing so, the firm will engage in a marketing process that has four main
objectives, namely:

1. To produce a product that meets customer's needs

2. At a price that customers can afford and are willing to pay
3. Promoted in such a way that customers become aware of and are
convinced to buy the product
4. Delivered to a place where the customer can easily acquire the
product

These four elements are referred to as the firm's marketing mix (also
termed the 4Ps of marketing - product, price, promotion and place) and
represent those aspects of marketing over which the marketer has control.
In this regard, they are sometimes referred to as 'controllables'.
 The marketing environment

The marketing manager must also take into account the 'uncontrollables',
i.e. environmental factors in the market over which (s)he has no control, yet
which have a significant impact on the success of firm's operation. These
environmental factors include, for example, business practices and
institutions, technological developments, social and cultural norms,
economic patterns, competitive activities, etc. (click here to learn more
about the external environment).

figure 1
Marketing environmental factors

The customer is king

What the above definition also implies is that marketing must be orientated
towards the customer. Today, marketers (and exporters) are becoming
increasingly aware of the fact that a company does not make money from
products but rather from people (wherever in the world they may be), and
that a mismatch between what the company offers and what customers buy
will result in large inventories of unwanted products and the loss of
customers to competitors.