An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired. The way a company addresses this task is a reflection of the company's:

global marketing strategy

Explanation:

A Global Marketing plan or strategy (GMS) refers to the strategy that includes nations from several different parts of the world and seeks to coordinate the marketing efforts of a business in those countries ' markets.

One must not equate a global marketing strategy with something like a global manufacturing approach. Subcontracting and overseas manufacturing affiliates may be used for or without a GMS for the finished products, common features of a global production approach.