Impetus to global marketing involvement

Individuals or organisations may get involved in International Marketing in a rather unplanned way which gives the impetus to more formal and larger operations. This may happen in a number of ways:
Foreign customers
Unsolicited enquiries through word of mouth, visits, exhibitions, and experience through others may result in orders. This is often typical of small scale organisations.
Importers
Importers may be looking for products unavailable in domestic markets, for example, mangoes in the UK, or products which can be imported on more favourable terms. An example of these is flowers from Kenya to Holland.
Intermediaries
These may be of four types - domestic based export merchants, domestic based export agents, export management companies or cooperative organisations. These will be expanded on later in this text. Sometimes an intermediary may provide export services in an attempt to reduce their own costs on the export of their own produce by acting as a representative for other organisations. This is called "piggybacking".
Other sources
These may include banks, export organisations like ZIMTRADE, parastatals like the Kenyan Horticultural Crop Development Authority or even individual executives.


reference
http://www.fao.org/docrep/w5973e/w5973e02.htm

Global Marketing

Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. Why? Well, the assumption that one approach works everywhere fails to consider differences that exist between countries and cultures.
While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question.

Reference: ttp://www.knowthis.com/principles-of-marketing-tutorials/global-marketing/