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With the proliferation of the Internet and e-commerce, if a business is
online, it is a global business. With more and more people becoming Internet
users daily, this market is constantly growing. Customers can come from
anywhere in the world. With e-commerce, a brick and mortar storefront is
unnecessary. Global marketing is not a revolutionary shift, it is an
evolutionary process. While the following does not apply to all companies, it
does apply to most companies that begin as domestic-only companies.
Global Marketing Pros and Cons
Advantages
 | Economies of scale in production and distribution |
| Lower marketing costs |
| Power and scope |
| Consistency in brand image |
| Ability to leverage good ideas quickly and efficiently |
| Uniformity of marketing practices |
Disadvantages
| Differences in consumers wants, needs and usage patterns for products |
| Differences in consumer response to marketing mix elements |
| Differences in brand and and the competitive environment |
| Differences in the legal environment |
| Differences in marketing institution |
| Differences in administrative procedures |
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