From a marketing point of view, globalization means that global marketing strategies are superior to multi-national approaches of markets. The choice of global marketing has therefore something to do with the internationalization of markets at consumption level. This paper describes the concept of globalization, its relations with those of international trade and international corporate strategies, and exposes the hypothesis of a link between globalization of demand and internationalization of economies. In this purpose, we examine the choice processes and quality perception of the consumer, as well as the strategies of trade marketing deve- lopped at distribution level. We show in our findings those factors that are favorable to global marketing, and those factors who limit such strategies.
