Adam Smith and other economists have identified the following positive aspects of Global marketing:

The expanding export markets liberate the domestic economy from the constraints of the size imposed by the size of domestic market.
The export production allows economies of scale to be reaped; and
Export provides a rent for surplus production.
Since success in exports depends upon the country’s ability to face world competition, the export industries would have to be efficient in their operations.
There would be continuous pressure on the industry to improve technology and production system to retain its competitive edge.
A country which follows an export led strategy is less likely to be constrained by balance of payments constraints compared to those which follow a consumption-led growth strategy.
Concentrating on production on the basis of comparative advantage nationally would lead to optimal global utilization of productive resources which would increase the global economic welfare.

Limitations and Negative Aspects of Global Marketing
Unrestricted imports can wipe out the infant and more inefficient domestic industries.
Concentrating on export production, where a country enjoys an initial comparative advantage, can perpetuate its status as a primary exporter.
Some countries can use export markets as the dumping grounds for their unwanted surpluses, if there are no controls. This can apply to products such as pharmaceuticals and products which are ecologically not acceptable in the developed countries.
The more open the economy becomes, the greater would be its susceptibility to external fluctuations.

Learn more about the benefits and limitations of Global/ International marketing only at the University Canada West.