Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 16

Procter Gamble has made a substantial commitment to foreign markets, especially in Latin America. Its actions may be described as a "globalization of marketing." Describe how a shoe manufacturer (e.g., Wolverine World Wide) would go from domestic marketing to limited exporting, to international marketing, and finally to a globalization of marketing. Give examples of some activities that might be involved in this process.