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THE IMPACT OF GLOBAL MARKETING IN SERVICE INDUSTRY-COURIER

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

The world is becoming increasingly interdependent for its economic progress, with global trade of exchange of goods and services across natural borders. Terms such as “global village” and “world economy” “global marketing” have become very fashionable. Marketing of goods and services as business activities on global scale can happen but often it is as a result of good and meticulous planning. Most are clearly planned, involving meticulous attention to global social and economic differences and/or similarities in product, price, promotion and distribution with extensive reach, the need for a firm’s products or services is established 

Global marketing is a firm’s ability to market to almost all countries in the world. This means that organizations have to study the market, develop product or services that satisfy customer needs and wants, develop   the “correct” marketing mix and satisfy its own objectives as well as giving customer satisfaction on a continuing basic. The term globalization is more accurately describes a number of processes by which products, people, companies, money and information are able to move freely and quickly around the world unimpeded by natural borders or other territorial limitations (Morrison, 2006). The global marketing strategies entered on overseas production. 

Nigeria being one of the largest economies in Africa is endowed with numerous opportunities for global marketing business activities to thrive considering its size, population over 140 million (NPC, 2006) and natural resources. In order to take advantage of global opportunities in Nigeria, every organization engages in international business needs an understanding of what is involved in “strategy” to achieve a success in the market place.

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