“Global marketing is defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer need better than the competition.”(Hollensen, S. 2007, p.7), but as “Digital technology has opened new channels for selling products. It provides the customer with a previously unimaginable quantity and quality of information in an easily accessible form.” (Wind, J & Mahajan, V. 2002, p.3) But with the vast amount of competitiveness it’s all down to the customer now to decide, “Empowered by technology, customers are unforgiving. Pity the poor company that fails to see this or refuses to play by the new rules. (Wind, J & Mahajan, V. 2002, p.3) As there is more access to buying things from abroad, “One important job of global marketers is to address the many different cultures and regulatory environments of various international markets.” (Hennessey,D & Gillespie, K. 2010, p.3) “this involves carrying out international marketing research and analysing market segments, as well as seeking to understand similarities and differences in customer groups across countries” (Hollensen, S. 2007, p.7)
“Marketing has always been seen as the function responsible for the management of the 4p’s, but in the last two decades it was also viewed as a business philosophy that guides the organization overall activities” (Douglas West, John Ford, Essam Ibrahim. 2015, p.57), it’s important that marketers are always looking for new ways to try and sell their product.
New media in general refers to on-demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, and creative participation, and it also refers the real-time generation of new unregulated content.” (Yuen, A et al. 2015, p.5) with the access of internet becoming ever easier, especially as “the number of public access hotspots has been growing rapidly, and some retailers have enjoyed assistance from major network providers.”(Kahin, B. 1995, p.8), the association with being next to a hotspot for wifi draws people into shops. However offering this service allows, a consumer to look elsewhere “the more a consumer is motivated by information seeking, the greater is the brand-switching behaviour in online (Versus offline) environments” (Zinkan, G. 2012, p.14)