ENVIRONMENT OF GLOCAL MARKETING

To take the chances offered by the glocalization, it is necessary for the management to support the way of the glocalization; to act glocally for the marketing manager means working in the glocal market with an appropriate marketing strategy, therefore differentiated and which gives value at the same time to to localisms and globalisms.

The glocal marketing aims not only at the global dimension (producing and selling local products in the niches of the global market), but also at the local one (fitting global products to the local markets), increasing the value of the і (territory, tradition, exclusivity, inimitability of the local products) and specificity of the local demand; the globalism (considerable outlets market of the products, diffused knowledge in the world, etc.)

The glocal marketing is the confirmation that between globalisation and localization isn't refutable, but, on the contrary, a harmonic cohabitation strategic and profitable integration; the globalisation is able to support the internationalisation process of the typical/local products and the localization can support and characterize those global products able to suit the local requirements of those markets which are not included in the global market.

As the glocal marketing provides the fundamental answers to the business dynamics, that is "where, why, how, to whom, when and till" to sell a glocal product, it remains the principal element of the general strategy of a glocal enterprise, the element which practically orients all the other activities.

There are important characteristics that must qualify the strategy of glocal marketing: Localism. The glocal marketing has a strong characteristic in the localism, in the local productions, in the local demand; one tries to exploit of the market which produces and the one which demands all those local aspects supporting the glocal way; Coordination. The marketing must become the moment of coordination of all the business activity oriented to the glocal market in order to be effective the marketing variables, the policies, the strategies must be coordinated; Effectiveness.

As the glocal marketing searches for particularities and concreteness, it must be effective; the lack of this characterization is a symptom of a wrong glocal marketing application; Interdependence. The integration and the interaction between globalization and localization, between globalism and localisms make the glocal marketing interdependent in the relative supports addressed to it; Differentiation. Every glocal enterprise will have a personal and differentiated application of the glocal marketing: this differentiation will be a valid competitive advantage able to discover the appropriated segments the glocal marketing has to reach; Decentralization. The glocal marketing must respect the local characterization; therefore it must accept the decentralization (decisions and actions of the decentrated management, of distributors; of importers, etc.).

The marketing research will represent the systematic study and the dentification of the suitable means to reach the glocal aims marketing; in particular it will focus on the reality of the glocal product to sell with reference to its appropriated characteristics, the consumer-utilizer, the competition, the distribution, the sale, the communication and the promotion. The financial risks, which are almost always connected to the launch of a product, cannot leave space to the improvisation; from this consideration the importance of the research work and a valid methodology is absolute.