Zavoloka S. 
V.A. Usikov, research supervisor 

National M. Tugan-Baranovsky University 
of Economics and Trade of Donetsk 

 

INTERNATIONAL MARKETING AND GLOBAL MARKETING: 
DIFFERENCES AND PROBLEMS 

 

The globalization and integration of all fields of a human activity are some of 

the major rules of a modern stage of development of humanity. Too frequent use of 

adjective “global” in the marketing context instead “international” forces us to put 

a question about terminological scientific accuracy. 

International marketing is simply the application of marketing principles to 

more then one country. However, there is a crossover between what is commonly 

expressed as international marketing and global marketing which is a similar term. 

International marketing and global marketing are interchangeable. The intersection 

is the result of the process of internationalization. 

Many American and European authors see international marketing as a simple 

extension of exporting, whereby the marketing mix is simply adapted in some way 

to take into account differences in consumers and segments. It then follows that 

global marketing takes a more standardized approach to word markets and focuses 

upon sameness, in other words the similarities in consumers and segments. 

What is International Marketing? At its simplest level, international marketing 

involves the firm in making one or more marketing mix decisions across national 

boundaries. At its most complex level, it involves the firm in establishing 

manufacturing facilities overseas and coordinating marketing strategies across the 

globe. 

What is Global Marketing? Global marketing refers to marketing activities 

coordinated across multiple country markets. The result is a global approach to 

international marketing. Global marketing focuses upon leveraging a company’s 

assets, experience and products globally and upon adapting to what is truly unique 

and different in each country. 

The manner in which people present themselves in term of dress and appearance 

changes from culture to culture. For example in Maori culture, dress plays a central 

role with everyday clothing differing greatly from ceremonial costume. Whereas in 

Western business- culture the standard ‘uniform’ tends to be a conservative collar and 

tie. 



Other factors that need to be considered in relation to international marketing 

communications include: 

- The work ethics of employees and customers to be targeted by media. 

- Levels of literacy and the availability of education for the national 

population, 

-The similarity or diversity of beliefs, religion, morality and values in the target 

nation. 

- The family and the roles of those within it are factors to be taken into 

account. 

Thus, talking into consideration these factors, the global marketing strategy will be 

more effective and will give a chance to intervene new markets in different part of the 

world. 
 
References: 
1. Churchill G.A. Marketing: Creating Value for customers.-Burr Ridge: Auatern Press, 

1995 
2. Dibb Marketing: Concepts and strategies.-London: Houghton Mifflin Company, 1994