Globalization has a huge impact on marketing in many ways. Globalization may force companies to change their operations, meet expectations, vary their marketing strategies, or adopt a global marketing strategy. Companies must adapt to these situations to succeed in the global market and establish themselves as a global brand. Marketing is a key factor, probably the most important, of a company. It is the range of activities that aim to identify, anticipate and shape customer demands and satisfy them in a way that furthers business objectives (Moore, 2011). It is central to the role of generating funds, but also depends on other business functions. This is a very broad role in business, as it ranges from advertising, identifying markets, meeting customer demands, product promotion and design, cost optimization, pricing design, to building demand, distribution, creating a competitive environment and many others. Most companies will have an entire team dedicated to marketing the product, to ensure that the product remains competitive in the target market. As an important factor in the success of a large company, most companies dedicate large amounts of money to this department every year. Companies will strive to have the best marketing, such as Coca Cola, which states in its mission statement "We will be the best marketers in the world." This is an aggressive statement but it shows that if a company has the best marketing, it will be a powerful business. Globalization is growth on a global or worldwide scale (Dictionary.com) This is when a company decides to expand offshore beyond international borders to seek a larger or alternative target market. When you do this, a business mu...... middle of paper ......Coca Cola having fun, a smart global marketing strategy that has actually been implemented. Using strategies like these can help a company become a global brand and establish itself in foreign markets. All of these example companies use these strategies effectively, which is why they are all large and competitive in the global market. Globalization impacts marketing by forcing them to adapt to different situations and use these strategies if they wish to be effective on a global scale.It Works Cited http://www.smh.com.au/business/qantas-unveils-asia-plan-20110816 -1iwbz.html http://www.businessweek.com/globalbiz/content/jul2008/gb20080717_293203_page_2.htm http:// www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/role-of -marketing/http://tutor2u.net/business/strategy/global-business-globalisation.htmlwww.sony.net