Global marketing and International marketing strategies are often viewed as similar by most marketers. The perception by most people is that the two can be used interchangeably such that one describes the other. However, a closer look at the marketing tactics used in either of the two marketing strategies puts a contrast between them.
Description
By definition, global marketing refers the marketing strategies deployed to the worldwide market in its entirety irrespective of the country where the marketing is done. This means that the marketing strategy views the entire world as a single marketplace and therefore provides similar products to the entire market. Global marketing is characterized by similar products in the local market and market across other countries. International marketing is defined as the marketing strategies created for a specific foreign market. This means that the strategy views a country as a unique marketplace with specific needs and hence the products are modified to meet those particular needs. From their descriptions, other differences between global and international marketing strategies emerge.
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The Services and Products Offered
Global marketing involves the provision of similar product or service to the worldwide market. This means that the customers in all countries enjoy identical products or services. The product is not modified, and the marketing message is similar across the countries. For instance, in the case of toy marketing, the same model of toys is offered in the worldwide market. On the other hand, International marketing involves the provision of custom-tailored products to individual markets across the world. The products are modified and tailored to meet the specific needs of particular marketplaces. The aim of this marketing strategy is to meet the preferences of a particular market. For instance, tailor-made toys may be provided for a particular country with specific colors or branding.
The Product Promotion and Advertising Initiatives
The other difference is that global marketing aims to air commercials that will reach a worldwide market. This means that the organization makes an effort to air their ads on platforms that will enable the advert to reach the global market. Also, the advert message is the same since the product offered is identical across the entire market. For instance, when airing commercials for toy products, the advert is the same bearing the same message to the audience. On the other hand, in international marketing, the marketing efforts are customized for a particular local market. This means the advert message is tailored and targeted to the local audience within a particular country. Also, the companies aim to air TV commercials and radio ads on local channels or local media. The content developed is specific to a particular market. Customized toys would not be advertised to the global market; rather, the advert would target the particular market to which the toys were made.
References
https://blog.interlogusa.com/top-6-differences-between-international-marketing-and-global-marketing/
http://www.grovine.com/8-key-differences-between-global-marketing-and-international-marketing/
