Some people perceive international marketing to be invasive and intrusive into the target country, while others consider it a necessity in order to affordably spread ideas and culture all over the world. This essay advocates global marketing but cautions that it must be employed respectfully. Both sides of the argument shall be discussed in more detail below.
On the one hand, it is true that international marketing can be seen as invasive. Indeed, lately, international brands have gained a significant share of local markets, putting small local producers in danger. In the fashion industry, brands such as Bershka, Pull and Bear and Zara can be found in almost every mall in the world. Since the arrival of these brands in Romania, fewer people are buying from the Romanian hand-made producers, who cannot compete with the low prices of these brands. The closure of domestic enterprise could easily be perceived as cultural erosion from the perspective of the native people.
On the other hand, others emphasize the advantages of this type of marketing. They see the opportunity for culture sharing and open-mindness. In fact, the products made in one country carry with them the culture of the originating country. For instance, in the 1980’s, Coca-cola, an American brand, became prevalent in Europe. Notwithstanding the fact that it was only a soda, it brought to Europe the “American Dream”. For French people, it was a way of tasting the American culture. This exposure to foreign cultures at no cost would have been impossible before international marketing.
To sum up, international marketing has its downsides, as the global brands can sometimes endanger local businesses. But in the meantime, it is a way of sharing our culture around the globe and by doing so, discovering new mindsets or ways of living on a day-to-day basis.