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Globalization is a process that promotes:
Economic interdependence of all the countries in the world.
Integration of national economics into one global economy.
Free movement of products across boarders. World becomes a single market with no trade barriers and control regime.
Global free flow of capital, labour, management and technology across borders.
Extensive use of information technology and communication networks.

Global marketing consists of marketing activities conducted across borders. It operates in a dynamic global environment composed of political, economic, socio-cultural, financial and technical forces. Global market and the customers differ from country to country. So do environmental forces and business culture.

The essence of global marketing is:
Creation of Value: Value is created for global customers. Value is the ratio of benefits to costs. Value can be created by increasing benefits and reducing costs. Price advantage is important in global marketing.
Competitive Advantage: It is gained by making marketing officers that are more attractive than competitors in foreign markets. Marketing mix consisting of a combination of a product, price, place and promotion represents marketing offer.
Maintaining Focus: It is concentration of attention on customer needs and wants in a target market. Successful global marketers need to think globally an act locally. They plan, operate and co-ordinate activities on a worldwide basis.
Market Positioning: Positioning describes how a brand differs in relation to competing brands in the minds of global target customers. It happens in the mind of the customers. It is done after selecting the global target market.

Global marketing should carefully identify key distinctive competitive advantages of product for positioning. They should be effectively communicated to target customers. Distinctive competitive advantage is doing things better than competitors.