Concrete global marketing decisions require months of research. They also include a high degree of internal planning and strategy. The factored accounts in the strategies indicate where the organization would like to be in three years' time, the target audience, the expense and profit margins and possibly how to achieve the company's ultimate goals. Advanced planning offers numerous benefits: • Helps coordinate activities • Helps prepare for emergencies • Ensures continuity of activities • Integrates functions and activities • Helps in continuous review of operations. While planning is an important part of any successful campaign, there are some considerations that are vital to the success of a product launch nationally and globally. Some cases are identified in the table below: National Planning International Planning1. Single language and nationality 1. Multilingual/multinational/multicultural factors2. Relatively homogeneous market 2. Fragmented and diversified markets3. Data available, usually accurate and easy to collect 3. Data collection is a challenging task requiring significantly higher budget and staff allocation4. Relatively unimportant political factors 4. Often vital political factors5. Relative freedom from government interference 5. Involvement in national economic plans; government influences business decisions6. Individual companies have little effect on the environment 6. "Gravitational" distortion by large corporations7. Chauvinism helps 7. Chauvinism hinders8. Relatively stable business environment 8. Multiple environments, many of which are highly unstable (but can be highly profitable)9. Uniform financial climate 9. Variety of financial climates ranging from overly conservative to wildly inflationary10 Single currency 10. Currencies differing in stability and real value11 Corporate “rules of the game” are mature and understood 11. Different, changing and unclear rules12 Management generally accustomed to sharing responsibilities and using financial controls 12. Management often not autonomous and unfamiliar with budgets and controls (http://www.fao.org/docrep/W5973E/w5973e0h.htm) One of the factors identified in the table above was political. Political factors are an important aspect to take into account when controlling marketing decisions. The Iraq War has been portrayed in many different ways in the media, both in the United States and around the world. Domestic marketing decisions are fueled by the pro-America, pro-patriotism, and pro-military movements following 9/11 and the Iraq War. (Let me point out that there is a huge difference between being pro-military and not pro-war in Iraq.) Many marketing geniuses have taken the time to say "thank you to our country's troops with special military rates and discounts ". One of these companies was Ford Motor Corporation. Ford offered a military discount equal to the employee discount it is currently promoting. It was advertised in newspapers, on television and highly visible on US military installations. However, this ad was based solely on the continental United States. The decision not to broadcast it in European countries was based on the unpopularity of the Iraq War and, more importantly, President Bush's growing lack of support.