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. Businesses must adapt to these situations to succeed in the global market and establish themselves as a global brand. Marketing is a key factor, arguably the most important, of a business. It is the set of activities that aim to identify, anticipate and shape customer demands and satisfy these demands in a way that promotes the company's objectives (Moore, 2011). It is crucial in the role it generates in its activities, but it also depends on other business functions. This is a very broad role in business as its role varies from advertising, market identification, meeting customer demands, product promotion and design, profitability, pricing design , creating demand, distribution, creating a competitive environment and many others. Most companies will have an entire team dedicated to marketing the product, to ensure that their product remains competitive in their target market. Being a major factor in the success of large companies, large sums of money are spent on this department by most companies each year. Companies will strive to have the best marketing, like Coca Cola, which states in its mission statement "We will be the best marketers in the world." This is an aggressive statement but shows that if a company has the best marketing it will be a powerful company. Globalization is growth on a worldwide scale (Dictionary.com). This is when a company decides to expand overseas beyond international borders. search for a larger or alternative target market. In doing this, a company must...... middle of paper ...... Coca Cola with good time, a smart global marketing strategy that has been effectively implemented. Using strategies such as these can help a company become a global brand and establish itself in foreign markets. These examples of companies use all of these strategies effectively, which is why they are all important and competitive in the global market. Globalization impacts marketing by requiring them to adapt to different situations and use these strategies if they wish to be effective on a global scale. -1iwbz.htmlhttp://www.businessweek.com/globalbiz/content/jul2008/gb20080717_293203_page_2.htmhttp://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/role-of-marketing /http://tutor2u.net/business/strategy/global-business-globalisation.htmlwww.sony.net