A Comparative Case Study of Global Marketing and Ethnocentrism ...

Global Marketing Pre-Internet
A review of the tools that have been used to conduct global marketing prior to
the Internet provides a foundation for the discussion of Internet marketing. These tools
will continue to be used, but they will be integrated with Internet marketing strategy.
There are many components used to market across cultures besides a
company’s advertising. However, when the average consumer thinks about and speaks
of global marketing practices, one typically refers to the visual aspect of the marketing
- the advertising. Advertising is the most widely used promotional tool, and mass
media advertising has paved the way for global marketing in the past. According to
Paul Herbig, it is not unusual for consumer product firms to spend 10% or more of
their annual revenues on mass media advertising (109). In the United States, entire
industries rely upon mass media advertising. In fact, global advertising revenues in the
U.S. were approximately $650 billion in the year 2000 (Herbig 109).
Global marketing via mass media advertising is executed through mass media
channels of communication designed to reach the general public. It includes but is not
limited to television, radio, newspapers, magazines, billboards, transit ads and
infomercials. It is these channels through which ethnocentrism in global marketing has
historically been communicated.
As shown previously, when marketing internationally using these channels of
media, companies must be entirely aware of the cultural norms and issues upon which
successful marketing is so dependent. Additionally the availability of certain media
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