According to Business Dictionary, international or global marketing is defined as presenting an idea and final product to the rest of the world for the purpose of gaining an international marketing community. Examples of international companies include McDonalds and Coca-Cola.
According to ConsumerPsychologist, international marketing deals with communicating to different cultures. One cited example includes a U.S company not displaying a dog on its package in a country with a huge Muslim population, as Muslim tradition views dogs as "dirty" animals. In addition, experts mention two forms of market research to aid in advertising: primary and secondary. Primary research involves a firm gathering information for its own needs, while secondary research stems from outside resources, such as the Internet. According to the Forbes Funds, both modes of research turn up hard and soft data. Hard data is strictly quantitative and measurable, while soft data is more qualitative or subjective. ConsumerPsychologist indicates that both the cost and reliability of each type of data must be taken into consideration before research begins. Experts say that after data is taken, global segmentation can start. Global segmentation can be looked at both the macro and micro level. The macro level can help a firm identify emerging markets between countries, and micro segmentation helps divide different demographics within each country. Business Dictionary states that international marketing mainly deals with products that have universal demand, such as cars and dining.