Question: Describe the importance of global marketing from the perspectives of the individual firm and the nation. Global marketing expands a company's market, allows fi rms to grow, and makes them less dependent on their own country's economy for success. For the nation, global trade provides a source of needed raw materials and other products not available domestically in suffi cient amounts, opens up new markets to serve with domestic output, and converts countries and their citizens into partners in the search for high-quality products at the lowest possible prices. Companies fi nd that global marketing and international trade can help them meet customer demand, reduce certain costs, provide information on markets around the world, and increase employment.