Global Marketing In The Era Of Internet Access
Although the global banking crisis has placed a bright spotlight on the interdependency of our global financial markets, the average working person is
far less aware of the important shift in global marketing. Over the last 40 years there has been a substantial transfer from domestic to Global
Marketing on the part of both small and large business concerns. The consistent advancement of the Internet and technology take the shift in even
more profound areas of our lives.
Trade barriers and tariffs have long been used by countries to protect their sovereignty and economic power. Foreign car companies have found
interesting ways to circumvent these barriers through strategic alliances and manufacturing, distribution and of course global marketing methods.
Toyota slowly developed the strength of its brand for many decades before making decisions to establish production plants in the United States and
That is not to say that global marketing came about as a direct response to trade barriers and tariffs; the goal of many companies is to expand their
reach and distribution. Global marketing is sometimes considered the "point man" in a strategic move to increase brand recognition and product loyalty
in foreign markets.
A global company is not always the end goal for many of the purveyors of international marketing. For many, boosting exports while remaining true to
a domestic marketing agenda forces the issue. The necessity to improve the bottom line in a down economy incentivizes small and midsized
companies to broaden their marketing perspectives. They may never seek to open a satellite manufacturing operation in another country but instead
look forward to strategic partnerships in import and export.
While the world as "global village" moves closer to true interdependence through increasing Internet access, international branding takes on greater
importance. The Internet has only made things easier for small and midsize companies to connect with each othe