Marketing In The Global Firm

Marketing in the Global Firm Name Institutional affiliation Marketing in the Global Firm Marketing is a management function that is concerned with understanding how the business can satisfy the needs of its customers. It also seeks to create good relationship between the target audience and the company. As an organization grows, its need to export or open subsidiaries beyond its borders also increases. However, cultural differences between countries make internationalization risky (Kotabe Helsen, 2014). Firms must therefore approach internationalization with care. A global marketing strategy is among the tool that significantly reduces the risks involved. A global marketing strategy is the process of aligning the companys marketing strategies to suit conditions of the target market (Kotabe Helsen, 2014). An advertisement message that is popular in the United States may or may not be considered appropriate in the Kingdom of Saudi Arabia or in Mexico due to the difference in religion, cultural beliefs and language. Therefore, the need to create a message that is appealing to the local audience. Organizations often classify countries according to regions with similar characteristics such as North America, Latin America, Sub Saharan Africa, North Africa and the Middle East, Europe and Asia (Sui Baum, 2014). The