Global Marketing

What Global Marketing covers

Global marketing is the third section of Theme 4. It covers whether a business sells the same thing everywhere or adapts it, the marketing mix applied across borders, the niches that exist worldwide, and the cultural differences that catch businesses out.

The 3 subtopics

Each one has its own page.

• MarketingGlobal, localised and glocalised strategies, ethnocentric, polycentric and geocentric approaches, the product, price, place and promotion decisions of marketing across borders, and Ansoff’s Matrix applied to global growth.Open →
• Niche marketsHow global niche markets form from cultural diversity, what characterises their customers, and why competition in them is often limited.Open →
• Cultural/social factorsCultural differences and local tastes, language and unintended meanings, and inappropriate branding, translation and promotion.Open →

What you need to know

Answer each one before you reveal it.

Take Global Marketing further

The same content, four other ways.

Commonly confused

Pairs that lose marks when they are blurred together.

• Global marketing vs Glocalisation

  Global marketing: a largely standardised approach used across countries. Glocalisation: a broad international approach adapted to local markets.

Questions from this topic

Each one with the model answer underneath.

1. 1

   What is a global marketing strategy?

   Model answer

   A standardised marketing approach applied consistently across all international markets to achieve economies of scale and a unified brand image.

2. 2

   Define localisation in the context of international marketing.

   Model answer

   Adapting marketing strategies to meet the specific needs, preferences, and cultural expectations of individual local markets.

3. 3

   What is glocalisation?

   Model answer

   An approach that combines global standardisation with local adaptation, maintaining a consistent global brand while tailoring specific elements to suit local market conditions.

4. 4

   Describe the domestic or ethnocentric marketing approach.

   Model answer

   It treats foreign markets as extensions of the home market, applying the same marketing strategies and products used domestically with minimal adaptation.

5. 5

   How does the ethnocentric approach help reduce costs?

   Model answer

   Standardisation across markets eliminates the need for multiple product versions or marketing campaigns, reducing development and production costs.

6. 6

   Why does the ethnocentric approach support consistent brand identity?

   Model answer

   Using the same marketing strategies and products globally ensures customers experience a uniform brand image regardless of location.

What is inside Levo

Six ways to work the same material.

Global Marketing revision questions

What does Global Marketing cover in Edexcel A-Level Business?

3 subtopics: marketing, niche markets and cultural/social factors. Each one has its own page with questions and model answers.

How is Global Marketing organised?

By the Edexcel 9BS0 specification, subtopic by subtopic, so it matches the order you are taught it in.