PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST STRENGTHS WEAKNESSES • Efficient means for reaching large numbers of people • High absolute costs • Difficult to receive good feedback Mass Fees paid for space or time Advertising • Immediate feedback Very persuasive • Extremely expen- sive per exposure • Messages may Customized Fees paid to salespeople as either salaries or Personal Can select audience selling • Can give complex information commissions differ between salespeople • Often most credible • Difficult to get media cooperation Mass No direct payment to media source in the Public consumer's mind relations • Effective at changing behavior in short run • Very flexible • Easily abused • Can lead to promotion wars • Easily duplicated Mass Wide range of fees paid, depending on promotion selected Sales promotion Cost of communication through mail, telephone, or computer • Messages can be prepared quickly • Facilitates relationship Customized • Declining customer response • Database manage- ment is expensive Direct marketing with customer

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Global Marketing

Global marketing is defined as the process of promoting a product and making it available beyond its country of origin. Hence, it can also be referred to as international marketing. When a product reaches a consumer beyond domestic boundaries, it is called global marketing. Global marketing is a sub-part of marketing. It is not just limited to selling the product worldwide; but also involves proper planning, procurement of materials, manufacturing of a product, placing, and promotion for the product, and introducing it in the domestic and the international markets. Global marketing is not only important for the success of a business but also helpful in the retention of a large consumer base. Various business organizations or companies have failed due to the shortcoming of proper marketing techniques.