Introduction

Marketing management means the process of

organizing, managing and knowing the best way to
deal with all marketing activities, and these
activities include the process of marketing
planning, pricing and promoting products by
carrying out comprehensive advertising campaigns
for them, as it includes the process of
distributing products to all customers, and
marketing can only be considered as Part of the
commercial and humanitarian activities aimed at
.satisfying the desires of all consumers

Global marketing requires a firm to

understand the requirements associated with
servicing customers locally with global standard
solutions or products, and localizes that product
as required to maintain an optimal balance of
cost, efficiency, customization and localization
in a control-customization continuum to meet
local, national and global requirements.

Global marketing and global branding are

integrated. Branding involves a structured
process of analyzing "soft" assets and "hard"
assets of a firm's resources. The strategic
analysis and development of a brand includes
customer analysis (trends, motivation, unmet
needs, segmentation), competitive analysis (brand
image/brand identity, strengths, strategies,
vulnerabilities), and self-analysis (existing
brand image, brand heritage,
strengths/capabilities, organizational values).[5]
Global brand identity development is the process
of establishing brands of products, the firm, and
services locally and worldwide with consideration
for scope, product attributes, quality, uses,
users and country of origin; organizational
attributes; personality attributes, and brand
customer relationship; and importantly
symbols, trademarks metaphors, imagery, mood,
photography and the company's brand heritage.
A global marketing and branding implementation
system distributes marketing assets, affiliate
programs and materials, internal communications,
newsletters, investor materials, event promotions
and trade shows to deliver an integrated,
comprehensive and focused communication, access
and value to the customers.

Elements of global marketing

Product
The product must deliver a minimum level of
performance. 
A global company must be able to tweak elements
of a product for different markets. For
example, Coca-Cola uses two formulas (one with
sugar, one with corn syrup) for all markets. The
product packaging in every country incorporates
the contour bottle design and the dynamic ribbon
in some way, shape, or form. The bottle can also
include the country's native language and is the
same size as other beverage bottles or cans in
that same country.
Price
The price of a product varies based on factors
such as costs of production, target segment, and
supply-demand dynamics. There can be several
types of pricing strategies, each tied in with an
overall business plan. Pricing can also be used
as a demarcation, to differentiate and enhance
the image of a product.
Price will always vary from market to market.
Place
Refers to the point of sale.
How the product is distributed is influenced by
how the competition is being offered to the
target market. With Coca-Cola, not all cultures
use vending machines. In the United States,
beverages are sold by the pallet via warehouse
stores. In India, this is not an option.
Placement decisions are also affected by the
product's position in the market place. For
example, a high-end product would not be
distributed via a dollar store in the United
States. Conversely, a product promoted as the
low-cost option in France would find limited
success in a pricey boutique.
Promotion
Activities undertaken to make the product or
service known to the user and trade including
advertising, word of mouth, press reports,
incentives, commissions and awards to the trade.
It can also include consumer schemes, direct
marketing, contests and prizes.[6]
People
A firms's arguably most valuable asset are its
people. The personality form the company's brand
personality which engage with customers (customer
experience), vendors, partners, shareholders and
other "publics." The firm's core values,
(integrity, honesty, leadership, social
responsibility, drive for profit, drive for
quality products and services) are reasons why
customers choose to buy from one firm or another.
And a reason why firms fail (e.g., dishonesty and
fraud of Enron, Arthur Anderson, Worldcom).
Processes
Processes for creative and delivering products
and services have inherent value. It is an
intangible asset that improves the quality of the
product and service if well-designed.
Physical Evidence
In today's digital economy, may firms provide
non-physical services over the internet and
companies' products are Software-as-a-Service
(Saas). Historically, banks have many retail
locations to signal the financial strength of
their institution. Retail locations for consumer
brands give evidence of the popularity and reach
of their brands.
Because there is a requirement for trust before a
customer buys from a company, some companies
without brick and mortar understand that they
must provide some proof of existence that their
software company is real, significant or
legitimate.

Advantages Disadvantages

Economies of scale Differences in consumer

in production and needs, wants, and usage
distribution. patterns for products.

Lower marketing Differences in consumer

costs. response to marketing
mix elements.

Power and scope. Differences

in brand and product
development and
the competitive environment.

Consistency in Differences in the legal

brand image. environment, some of which
may conflict with those of
the home market.

Ability to Differences in the

leverage ideas institutions available, some
quickly and of which may call for the
efficiently creation of entirely new
ones (e.g. infrastructure).

Uniformity of Differences in
marketing administrative procedures.
practices.

Helps to establish Differences in product

relationships placement.
outside of the
'political arena'.

Helps to encourage Differences in the

ancillary administrative procedures
industries to be and product placement can
set up to cater occur.
for the needs of
the global player.

Benefits
of eMarketing over
traditional
marketing.

Reference

.https://en.wikipedia.org/wiki/Global_marketing