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It involves creating the same marketing mix for broad market of-potential buyers. This strategy calls for extensive distribution in the maximum number of retail outlets. The appeal of standardized global marketing is clear: greater sales volume, lower production costs, and greater profitability. The same is true of standardized global communications: lower production costs and, if done well, higher quality and greater effectiveness of marketing communications.
Coca-Cola, one of the world's most global brands, uses the appeal of youthful fun in its global advertising. Its sponsorship program is global and is adapted to events that are popular in specific countries
]The second global targeting strategy involves devising’ a marketing mix to reach a single segment of the global market...
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