At a top political and economic level, globalization is defined as the process of denationalization of markets, politics and legal systems, i.e., the rise of the so-called global economy. At a business level, we talk of globalization when companies decide to take part in the emerging global economy and establish themselves in foreign markets. First they will adapt their products or services to the final user's linguistic and cultural requirements. Then, they might take advantage of the Internet revolution and establish a virtual presence on the international marketplace with a multilingual corporate web site or even as an e-business. Overall, globalization requires a combination of linguistic, engineering and marketing knowledge that is not easily available. .
When it comes to globalization, international firms are taking a global perspective today to a much greater degree than in the past. Globalization is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Basically, companies today are arranging their entire business structure to respond to global demands. There are many different things that are being done due to the effects of globalization: manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.
Mainly, there are four types of marketing mindset that can be brought to bear on a marketing problem. When it comes to the global perspective, this perspective basically takes a different view of opportunities and facts about the world market than the domestic, international, or multinational perspectives would do. The global perspective in fact encompasses all cultures or nationalities and might be seen as hovering like a satellite above the earth:.
