THE CONTENT OF GLOBAL MARKETING

Abstract

Consider the following proposition: We live in a global marketplace. US based Intel, the world's largest chip maker, competes with South Korea's Samsung. In the global cell phone market, Nokia (Finland), Ericsson (Sweden), Motorola (United States), and Samsung are key players. Appliances from Whirlpool and Electrolux compete for precious retail space with products manufactured and marketed by China's Haier Group and LG of South Korea. Now consider a second proposition: We live in a world in which markets are local. In China, for example, Yum Brand's new East Dawning fast-food chain competes with local restaurants such as New Asia Snack. France's domestic film industry generates about 40 percent of local motion picture box office receipts; U.S. - made movies account for about 50 percent. For example, American auto industry giants General Motors and Ford Motor Company are locked in a competitive struggle with Toyota, Hyundai Motor Company, and other global Asian rivals as well as European companies such as Volkswagen.