Global marketing.

In todays business world, often companies simply cannot stay home(prenominal) and post to maintain and increase their marts. A connection must initially decide if it is beneficial to go planetary and then fasten its international marketing strategies and policies to create an effective promotional campaign.

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All transnational slews have to develop international marketing strategies. Therefore, to empathise international marketing better, a detailed understanding of the versatile horizontal surfaces that a tum undergoes to become a transnational corporation is required.

Basically, there atomic number 18 4 stages that a corporation goes by before it finally becomes a transnational corporation. These 4 stages are Domestic, International, Multinational and Global. The 5th stage may be termed as Transnational.

(Keegan, 2002)

In the domestic stage of a corporation, the only target market of the corporation exists in the stead country. It can be state that the entire view of the world for the company is restricted to the home country. In this stage of development the penchant of the corporation is ethnocentric.

(Keegan, 2002)

In the international stage, the orientation does not change as a company moves from domestic to international. The difference between the international and domestic corporation is that the international is doing business in various countries. Like the domestic corporation, it is ethnocentric and home-country oriented.



However, the international corporation sees extension market opportunities extraneous the home country and extends marketing programs to exploit those opportunities.

(Keegan 2002)

In the multinational stage of development of a corporation, a change in the orientation of the corporation occurs. At this point, the orientation shifts from ethnocentric to polycentric. The international ethnocentric corporation seeks to extend its products and practices to foreign countries. It sees similarities outside the home country, just is ignorant of differences outside the home country. On the other hand, the multinational corporation...

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