| Summary: | Since World War II there has been expansion into global markets. Today, a company that fails to become global in outlook risks losing its domestic business to competitors with lower costs, more experience, and better products. An organization that engages in global marketing focuses on global market opportunities and threats. One difference between "regular" marketing and "global" marketing is the scope of activities. A global marketing company conducts business outside the home country. Global marketing involves an understanding of specific concepts, considerations, and strategies applied in conjunction with marketing fundamentals to ensure success in global markets.
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