Global marketing includes companies’ marketing strategies that look at the entire world as their arena of operations. And involves both the selection of all countries in the world in which the company decides to operate, and the decisions of how to operate in these countries. You can find Coca-Cola, for example, in most countries. This reflects Coca-Cola’s global marketing strategy. Think of other products and services you see in various countries, and examine whether they use the same products in all countries, or customize the product for specific countries.