International Marketing: The Importance of Global Marketing Strategy

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Internet and Global Marketing: Ecommerce on an International Scale

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:05 Global Marketing
  • 1:25 Importance of Global…
  • 2:06 Benefits of Global Marketing
  • 3:00 Fears of Global Marketing
  • 3:30 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Jennifer Lombardo
Companies cannot just concentrate on domestic markets if they are to remain competitive. Global marketing allows marketing managers to look for growing target markets and product opportunities overseas.

Global Marketing

For many years, marketing managers just had to be concerned with learning the intricacies of marketing in a domestic environment. They had to determine if a customer in Texas bought and consumed products differently than a consumer in Maine. Today, the marketplace has expanded in a global nature. For companies to continue to grow successfully, marketing teams must eventually learn to tackle the global marketplace.

Just 10% of U.S. manufacturers export their products
Exporting US Manufacturers Pie Chart

Global marketing occurs when marketing managers use a global plan to effectively market their goods and services on an international basis.

There are many reasons why global marketing is very important to U.S. companies. Most companies realize that their target market is limited if they just concentrate on a U.S. market. When a company thinks globally, it looks for overseas opportunities to increase its market share and customer base. Lots of companies have caught on to this; in the past 20 years, global trade has gone from a few hundred billion dollars a year to 18 trillion dollars.

But, the global marketplace is very competitive, and the shrinking of the world through technology has made it easier for companies to reach global markets. U.S. companies now have to deal with not just domestic, but also international, firms for control of a global market share. In this lesson, we will examine how a diaper company called Diaper Sponge Pants has learned how to identify international opportunity via the global marketing world.

Importance of Global Marketing: Opportunity

Did you know that only 10% of all manufacturing companies in the United States take part in actually exporting their products? There is a huge opportunity for any U.S. company looking to participate in global marketing. Diaper Sponge Pants has realized that the U.S. market has a shrinking need for diapers as U.S. couples are having kids in smaller numbers or delaying having kids altogether.

Through extensive marketing research, the diaper company has realized that there is a growing middle class in China and India. This market has the money for disposable diapers, and they are also still having children at a growing rate. This opportunity will create a huge profit for the company.

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account