Borders are a twentieth-century invention. Bronze Age men traded copper and bronze artifacts in borderless Europe. For cross-border travellers in Europe, things are just returning to where they were a century ago, when it was possible to wander across the Continent without a passport. Worldwide, geographical borders disappear in cyberspace and, consequently, marketers have to design and market products across borders and consider the impact of, for instance, differential pricing in different territories.
A policy of sell- ing the same goods at half-price in Asia, for instance, may come back and haunt you, as many luxury goods manufacturers have discovered, when supermarkets such as Asda began to import their products into the UK at a lower price. The impact on marketers is that they need to think more globally, keep international knowledge management systems, and involve all territory marketers in strategy development. Privacy, Data Protection and Spamming Loss of privacy is a common fear today. Governments are concerned at the invasion of individual privacy by fax, phone, mail, and e-mail spamming. Legislation has now come into force to protect the consumer, allowing him to receive copies of all the information a company holds on him.