Global marketing is all about negociations ans strategies

Other marketing activities also need to be examined carefully for their globalization potential. Dell Computer is a good example of a company which has replicated its direct selling practices across the world. In 1998, Dell generated approximately 31% of its sales in overseas markets. Dell’s sales persons directly target large international accounts. Retail customers can dial toll free one of its call centres in Europe and Asia. A truly global marketing strategy would aim to standardize some elements of the marketing mix across the world, while customizing others. The correct approach would be to identify the various value chain activities within the marketing function and decide which of these can be performed on a global basis and which can be localized.
Typically, marketing includes the following activities: -
· Market research.
· Concept & idea generation.
· Product design.
· Prototype development & test marketing
· Positioning
· Choice of brand name
· Selection of packaging material, size and labeling
· Choice of advertising agency
· Development of the advertising script
· Execution of advertisements
· Recruitment and posting of sales force
· Pricing
· Promotion
· Selection and management of distribution channels.