Difference Between Globalization And Internationalization

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Before we begin with how globalization affects marketing and vice versa we should start by comparing globalization and internationalization. Globalization is known to have same marketing strategy throughout the entire world; however with internationalization marketing strategies vary depending on the country’s culture and other factors. When a company wants to global it should have common products, price and promotion within its marketing mix; the only difference is the place. The common ground that is settled on within globalization identifies the difference between globalization and internationalization. Because of the importance advantage and efficiency of undergoing both processes, many times companies believe they should take into consideration…show more content…
The cost of manufacturing may vary due to different taxes and countries’ financial conditions. On the other side, marketing costs are increasing. With that the company is to deal with a high lump-sum cost. As explained previously, in case of internationalization cost is not the same. In some countries the product cannot be marketed in the same way as in other countries, since countries may have different values and hence perceive products differently. However, in globalization there exists uniformity in selling the product, and marketing is the same in all countries, and in this situation the company will standardize the product’s packaging leading to the benefits of economies of scale. These, as Young and Stalk (2004) believe occur when companies in moving production redesign the process, and not the product and its design. Hence, standardizing packaging and communication with suppliers reduces cost only and not the whole new line of product…show more content…
Well it’s you. Matt Powell stated that Nike spends $8 million a day, which is around $100 a second. When on the other side it brings in $21 million from sales, knowing that the process of manufacturing a shoe is $4 however it is sold for $200, and with that we deduce that they are using their money wisely. Knowing that Nike is not the only example, well every company consists a certain percentage of its profits for their marketing , in terms of advertising, research and commercials. Marketing research is what globalization relies on; it provides an overall research of all factors that might be faced throughout the process of globalization. Hence a marketing research should be done carefully with all reliable sources to build it up. If a marketing research shows negative results then globalization shouldn’t be considered. And to be able to attain a reliable results manager and all segments including finance, accounting, and marketing should work on researching about the country and have internationalization as a start for the project of
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