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Thank you Mr. Emmanuel for a creative and smart question.
On general, both the terms Global and International marketing are used interchangeably nowadays. But if you are talking in terms of marketing theories, International Marketing is a stage in the evolution of Global Marketing. Let's explain.Stage 1 : Domestic Marketing : Companies manufacturing products and selling those within the country itself. So, no international phenomenon at all. Stage 2 : Export Marketing : Company starts exporting products to another countries also. This is the very basic stage of global marketing. Approach of marketer in this stage is said to be ‘ethnocentric’ because although he is selling goods to foreign countries, product development is totally based upon the taste of local customer. So, focus is still on domestic market Stage 3 : International Marketing : Now, company starts selling products to various countries and the approach is ‘Polycentric’ i.e. making different products for different countries. Stage 4 : Multinational Marketing : Now, in this stage, the number of countries in which the company is doing business gets bigger than that in earlier stage. And so, instead of producing different goods for different countries, company tries to identify different regions for which it can deliver same product. So, same product for countries lying in one region but different from product offered in countries of another region. e.g. a company may decide to offer same product to India, Sri lanka and Pakistan if it thinks the taste of people of these countries is same but at the same time offering different product for American countries. This approach is called ‘Regiocentric approach’. Stage 5 : Global Marketing : This is the final stage of evolution. In this stage company really operates in a very large number of countries and for the purpose of achieving cost efficiencies it analyses the requirement and taste of customers of all the countries and come out with a single product which can satisfy the needs of all. This approach is called ‘Geocentric approach’. Therefore, one main difference between International and the Global marketing is the approach of marketer. A truly global company instead of offering different products to different countries (as in International Marketing), develops and offers a single product to the world. Please note that one more very interesting fact that in the early stage of Export marketing also, the company was offering a single product to each of the countries as in the final stage of Global marketing. But it was entirely different because in export marketing you produce according to taste of your country and force that on other countries but in Global approach, you take care of entire countries and develop a product which can satisfy the need of all.
Regards
Thanks Ms. Ghada for the invitation and the question.
I find the differences are as follows :-
Domestic marketing
A marketing restricted to the political boundaries of a country, is called "Domestic Marketing". A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market. Products and services are developed for customers in the home market without thought of how the product or service could be used in other markets. All marketing decisions are made at headquarters.
The biggest obstacle these marketers face is being blindsided by emerging global marketers. Because domestic marketers do not generally focus on the changes in the global marketplace, they may not be aware of a potential competitor who is a market leader on three continents until they simultaneously open 20 stores in the Northeastern U.S. These marketers can be considered ethnocentric as they are most concerned with how they are perceived in their home country. :)
Export marketing
Generally, companies began exporting, reluctantly, to the occasional foreign customer who sought them out. At the beginning of this stage, filling these orders was considered a burden, not an opportunity.
International marketing
If the exporting departments are becoming successful but the costs of doing business from headquarters plus time differences, language barriers, and cultural ignorance are hindering the company’s competitiveness in the foreign market, then offices could be built in the foreign countries. Sometimes companies buy firms in the foreign countries to take advantage of relationships, storefronts, factories, and personnel already in place. These offices still report to headquarters in the home market but most of the marketing mix decisions are made in the individual countries since that staff is the most knowledgeable about the target markets. Local product development is based on the needs of local customers. These marketers are considered polycentric because they acknowledge that each market/country has different needs.
Multinational marketing
At the multi-national stage, the company is marketing its products and services in many countries around the world and wants to benefit from economies of scale. Consolidation of research, development, production, and marketing on a regional level is the next step. An example of a region is Western Europe with the US. But, at the multi-national stage, consolidation, and thus product planning, does not take place across regions; a regiocentric approach.
Global marketing
When a company becomes a global marketer, it views the world as one market and creates products that will only require weeks to fit into any regional marketplace. Marketing decisions are made by consulting with marketers in all the countries that will be affected. The goal is to sell the same thing the same way everywhere.
Global marketing is not a revolutionary shift, it is an evolutionary process. While the following does not apply to all companies, it does apply to most companies that begin as domestic-only companies.
Export Marketing begins with unsolicited orders from foreign customers. A company may recieve an order from abroad, initially it may fill it reluctantly but it gradually learns the benfit of marketing overseas.
Multinational Marketing is where the company markets its products in many counties arond the world. management comes to realise the benefit if economies of scale in product development, manufacturing & marketing by consolidating some of its activities on a regional basis.
Global Marketing is where companies treat the world including its home market as one market. market segmentation decisions are no longer focused on national borders. it involves a company's proactive willingness to adopt global perspective of country-country or region- region perspective in developing marketing strategies.
Export marketing is the trading of domestic products in foreign countries without physical presence of an organisation.
Multinational is the trading of domestic products and services in three or more foreign countries.
Global marketing is the art of trading across all countries of the world practicable electronically.
