After the World War II, several International companies came to the global market. They have become the foundation for the global economy development. For a long time the global market has been mostly American as many of the global companies have American origin and are able to control and set the rules for the global and worldwide marketing.
However, lately, with the development of new communicational technologies and the change of the global political situation, the global market set up has immensely changed.
Fortune Global 500 is a list of the five hundred top world largest and most influential global companies, which include thirty percent of American companies; the same number of them comes from Europe and about twenty percent from Japan. However, the number of large international companies from other countries is constantly growing.
Such global companies have an immense influence and play an essential role in the world's economy. The aggregate turnover of the five hundred largest multinational companies makes more than twelve trillions of US dollars annually, which is approximately forty percent of the entire world gross turnover! The global companies' staff consists of forty four million workers. Thus, the head officers of these companies possess immense authority.
Nevertheless, in spite of such success, those companies encounter certain difficulties in the marketing and advertising. The multinational sales market requires a special approach towards the promotion of products and services in each of their segments.
For instance, P&G sells more than three hundred types of products in more than hundred and fifty countries. Such a wide market demands enormous efforts to coordinate the company's activities. In spite of the fact that the large companies pursue keeping their brand's integrated image, they have to adjust their activity to the local market conditions, to the cultural and national specifics of each country. Lately, there have been campaigns on supporting the national manufacturers in many countries. There is a tendency to isolationism. Therefore, the mistakes in the product promotion or insufficient sensitiveness to local cultural specifics may cost a very high price for the global companies.
You cannot manage it with marketing knowledge alone. A company with a global level of business has to be open for new ideas and cultures, and to adjust its advertising to the local specifics. For the latter, they involve the experts in sociology, anthropology and linguistics. The way to success for a multinational company lays in the deep knowledge of the demands, traditions, culture and values of the country they are going to operate.
The marketing without the borders, besides skills of working in the environment of different cultures, languages, economical situations and legislation, requires communicative possibilities. Even in most third world countries there are advantageous conditions for the communicative possibilities. The number of the households, possessing TV sets, makes more than ninety percent. This fact obviously benefits the development of the marketing without the borders. The growth and the development of the international market moulds a new way of thinking in the people's minds, as it is easy to see the same products across the globe. More and more companies, even small ones, go globally. It favors the development and the high demand of the marketing without borders.