Abstract
How does the international or global context affect each element (the 4Ps) of the marketing mix? The global context certainly influences the 4Ps of Marketing. Marketing is going global like communication, which is improving day by day. Products and idea flows do not have any limit anymore. The global trend is to be customer oriented, and competitive on prices, since globalization affects everybody. Also personal selling is encouraged and long direct distribution often preferred to avoid unnecessary taxes. Finally decision-making is crucial on promotion control. Creativity is a key element to selling today, and ads must show something new and obtain a reaction from a public overexposed to external solicitation.
