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What is Global Marketing? Wow Patch Eses 3.2.2a To 3.3.0. Global marketing is the process of adjusting a company's marketing strategies to adapt to conditions in other countries. Let's pretend for a moment that you have a widget you'd like to sell in Europe, and you are developing your marketing plan. Here are some strategic decisions you will need to make. Market Segmentation Market segmentation is the act of defining subsets of consumers using various characteristics (such as geography, age, sex, race, and family situation) and then targeting marketing efforts to those subsets.

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For your product, you need to determine what subgroup of possible buyers is the most likely to purchase your product. Once you determine your focus, you'll need to determine how best to reach customers in that niche. If it's different than your target group in the U.S., you will need to modify your strategy accordingly. Localization Localization strategies adjust the product and message to better fit the target customer. For example, many people in India do not eat beef, so if a company selling hamburgers was going to market in India they would need to localize their product - and perhaps sell pork patties instead. For your product, you need to take a critical look at it, and ask yourself if it's saleable to your target foreign customer as is or will it need modification for cultural, social, or other reasons.