As we all know, Globalization is the process of rapid integration of countries and happening through greater foreign trade and foreign investment. Along with the globalization process accelerating, more and more companies are not satisfied in only expanding the domestic market, so they begin to have their eyes on international marketplace. In the more mature markets of the industrialized world, there are also many opportunities and challenges as consumers’ taste become more sophisticated and complex, and as increased purchasing power provide them with the means of satisfying new demands.

The world is one big market for companies to take advantage of. There must be marketers in each country that will help the company meet the needs and expectations of all the countries in which they sell their products. A good example of a successful global marketing company is the Coca-Cola Corporation. The soda beverage remains the same, but the can changes. The advertisements are different in each country. Instead of being intolerant to the needs of each country, they have translated their logo and brand name to suit the needs of each country in which they market. The goal of global marketing is to become like the Coca-Cola Corporation and sell the same product to everyone in the world, with perhaps just one or two small changes to the product that will suit the needs of everyone in the world.
There are four simple steps a company must establish to start global marketing. First, a company needs to achieve domestic dominance. If a company is trusted at home, it is easier to integrate their focus into the global market. A company that only focuses on marketing to their own country will eventually run out of people to market to and lose its place. Some companies can remain successful domestic entities because the demand for the product on the home front is high. Second, a company