ABSTRACT
The global – local dilemma may play out in the biggest way in marketing. To succeed in global markets, the multi national company (MNC) manager must understand when and how to be sensitive to the differences in global markets. At the same time, international managers can gain key cost and competitive advantages if they understand how and when to capitalize on the similarities across markets, both regionally and globally. An increasingly important issue for MNCs includes the complexities of managing an ethical supply chain. The marketing communication mix consists of advertising, promotions, and personal selling, everything that the MNC uses to talk to its customers. However, advertising may become more standardized because of spillover in all the communication technologies. The Internet and satellite television and radio allow customers from all over the world to access whatever information they want. Nonetheless, cultural norms, laws, and regulations regarding promotions and advertising vary greatly from culture to culture.
