SCENARIO OF GLOCAL MARKETING AS AN ANSWER TO THE MARKET GLOBALIZATION AND LOCALIZATION. PART I: STRATEGY SCENARIO AND MARKET

In this paper the authors present the process of glocalization as a specific subject and as strategic integration of the traditional global and local marketing. Too many local products have a limited local demand therefore need to increase their sales; where? The authors suggest in the specific segments located in the global market. Also many global products have a limited global demand; where to increase it? Only in the local markets after some local adaptations. Many local products need to be globalized and many global products need to be localized; the globalization has a future in the global/local context and the localization in the local/global one. Thereby glocalisation of market opens the new niches for pushing new products and new areas for developing demand. Key words: global and local market, glocalization, process of glocalization, glocal market