Ch. 5 - Developing a Global Vision

Global marketing is marketing that targets markets throughout the world, and this has become imperative for business. United States managers must develop a global vision not only to recognize and react to international marketing opportunities but also to remain competitive at home. 

MAC Cosmetics is a multinational corporation and is the number one make-up artist brand in the world. It is sold in over 70 countries and territories. MAC, a division of $6.3 billion cosmetics giant Estee Lauder, got credited in the company's last annual report for being a significant reason for the parent's 13% net makeup sales increase ($274.8 million). Plumped-up sales from MAC's Small Eye Shadow, Studio Fix, Lustreglass, and Pro Longwear Lipcolour products alone contributed $70 million in revenue. MAC cosmetics sells extremely well globally in Doha, Qatar and the United Arab Emirates. One of their target markets is the Airline Industry and there are consumers who are able to use the best quality cosmetic product at a value that they are ready to pay. To help satisfy customers and make them feel comfortable with the company, MAC provides certain services to them in all MAC Cosmetics store locations. These services include: false lash application, full make-up application up to one hour, and make-up lessons up to 90 minutes. The artists are extremely collaborative with the customers. Unlike most retailers who bait their staff with commission, MAC pays its artists the highest hourly rate so they can focus their energy on bonding with each customer rather than shaking her down.