The importance of global marketing

Branislav Djordjevic, Gruja A. Kostadinovic, Vuk Miletic


The most significant single market in the world regarding national income is the United States, representing roughly 25 percent of the total world market for all products and services. U.S. companies that wish to achieve maximum growth potential must “go global” because 75 percent of world market potential is outside their home country. Management at Coca-Cola understands this: about 75 percent of the company’s operating income and two-thirds of its operating revenue are generated outside North America. Non-U.S. companies have an even higher motivation to seek market opportunities beyond their borders; their opportunities include the 300 million people in the United States. For example, even though the dollar value of the home market for Japanese companies is the second largest in the world (after the U.S), the market outside Japan is 85 percent of the world potential for Japanese companies. For European countries, the picture is even more dramatic. Even though Germany is the most significant single country market in Europe, 94 percent of the world market potential for German companies is outside Germany.


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