Assignment #2: Global Versus International Strateg

Assignment #2: Global versus International StrategyNameTutor’s Name16/08/2016Global versus International StrategyGlobal marketing and International marketing differ in the approach to marketing. Global marketing means a company approaches the international market with the same promotional tactics employed at home. In global marketing, the business approaches marketing from the perspective that the whole world is one uniform operating space and there for does not adapt its products or services, communication and distribution channels to domestic requirements. With International marketing, the approach is different, the business approaches marketing from the perspective that the whole world is made of unique operating space and therefore adapt its products or services to the unique marketing needs of individual markets. Usually a company applies opens a subsidiary in a country serve the local market, paying attention to local customs such as religion, lifestyles and eating habits. Global strategies are best used in product categories where global integration is strong and local cultural influences are weak, this is not the case for toys as toys are subject to local customs, religion and lifestyles. Marketing of toys demands a greater flexibility, responsiveness