As one would expect, the size and location of a company's market varies greatly. Local
marketers are concerned with customers that tend to be clustered tightly around the marketer. The marketer is able to learn a great deal about the customer and make necessary
changes quickly. Naturally, the total potential market is limited. There is also the possibility that a new competitor or environmental factor will put a local marketer out of business.
Regional marketers cover a larger geographic area that may necessitate multiple production plants and a more complex distribution network. While regional marketers tend to
serve adjoining cities, parts of states, or entire states, dramatic differences in demand may
still exist, requiring extensive adjustments in marketing strategy.National marketers distribute their product throughout a country. This may involvemultiple manufacturing plants, a distribution system including warehouses and privately
owned delivery vehicles, and different versions of the marketing "mix" or overall strategy.This type of marketing offers tremendous profit potential, but also exposes the marketer to
new, aggressive competitors.International marketers operate in more than one country. As will become clear laterin this book, massive adjustments are normally made in the marketing mix in various countries. Legal and cultural differences alone can greatly affect a strategy's outcome. As the
U.S. market becomes more and more saturated with U.S.-made products, the continued expansion into foreign markets appears inevitable.
Global marketing differs from international marketing in some very definite ways.Whereas international marketing means a company sells its goods or services in another
country, it does not necessarily mean that the company has made any further commitments.
Usually the product is still manufactured in the home country, sold by their people, and the
profits are taken back to that country. In the case of Honda Motors, for example, it means
building manufacturing plants in the U.S., hiring local employees, using local distributionsystems and advertising agencies, and reinvesting a large percentage of the profits back into 'the U.S.
marketers are concerned with customers that tend to be clustered tightly around the marketer. The marketer is able to learn a great deal about the customer and make necessary
changes quickly. Naturally, the total potential market is limited. There is also the possibility that a new competitor or environmental factor will put a local marketer out of business.
Regional marketers cover a larger geographic area that may necessitate multiple production plants and a more complex distribution network. While regional marketers tend to
serve adjoining cities, parts of states, or entire states, dramatic differences in demand may
still exist, requiring extensive adjustments in marketing strategy.National marketers distribute their product throughout a country. This may involvemultiple manufacturing plants, a distribution system including warehouses and privately
owned delivery vehicles, and different versions of the marketing "mix" or overall strategy.This type of marketing offers tremendous profit potential, but also exposes the marketer to
new, aggressive competitors.International marketers operate in more than one country. As will become clear laterin this book, massive adjustments are normally made in the marketing mix in various countries. Legal and cultural differences alone can greatly affect a strategy's outcome. As the
U.S. market becomes more and more saturated with U.S.-made products, the continued expansion into foreign markets appears inevitable.
Global marketing differs from international marketing in some very definite ways.Whereas international marketing means a company sells its goods or services in another
country, it does not necessarily mean that the company has made any further commitments.
Usually the product is still manufactured in the home country, sold by their people, and the
profits are taken back to that country. In the case of Honda Motors, for example, it means
building manufacturing plants in the U.S., hiring local employees, using local distributionsystems and advertising agencies, and reinvesting a large percentage of the profits back into 'the U.S.
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