• Home
  • Subjects
  • Marketing
  • Global consumer culture is a beguiling illusion and a gangerous fiction for the marketing manager

Global consumer culture is a beguiling illusion and a gangerous fiction for the marketing manager - Essay Example

Only on StudentShare

Extract of sample
Global consumer culture is a beguiling illusion and a gangerous fiction for the marketing manager

The Association of Qualitative Research has defined consumer culture as:
“Consumer culture suggests that consumption - the act of buying goods or services - is a cultural activity, one imbued with meaning and driven not just by practical or economic factors. Mapping and exploring the business implications of these cultural meanings is one of the principal functions of qualitative market research.”
By reviewing the above definition we can conclude that cultural values directly influence the consumption patterns of buyers. Therefore, in order to create a global consumer culture it is essential to carry out an in-depth investigation and research of the local traditions, customs, language, heritage, norms, values and ethics of target foreign market in order to maximize the opportunities of success and minimize the risks of failure. In this way, the process of globalization will meet the standards of localization.
GLOBAL CONSUMER CULTURE:
Since late 20th century the world has become a global village. Due to faster means of communication, rapid advancement in technology, easy means of transportation and increased international business transactions; the barriers between cultural and regional boundaries are almost eliminated. Over the years the religious and cultural tolerance among various societies has increased dramatically and people no longer resist living in metropolitan cities where people from different countries, cultures, societies and political backgrounds live together. ...
Download paper

Summary

This paper will highlight the importance of national, cultural and religious values in context of globalization. The aim of this paper is to provide convincing arguments and logical reasoning behind the failure of globalization strategies with the help of practical examples of multi-national corporations…
Author : kreigerbirdie

Related Essays

Global Marketing
This research aims to evaluate and present globalization that has opened a plethora of opportunities for organizations and communities to trade across national and supranational boundaries. International marketing is the term coined for trade between the different international entities and is set to evolve into global marketing. Global marketing is an evolving concept with some similarities to international marketing in the advantages it provides in terms of marketing strategies, cost reductions, etc. However, it is also considered to be quite unlike international marketing in terms of the...
10 pages (2510 words) Essay
The essentials of international marketing in the context of a UK-based firm, Directa Ltd
The paper tells that the world today has become a global village. Information exchange can occur within a matter of milliseconds over thousands of miles. Technology has revolutionized every field, from arts and education to organizational management. It has also opened up new vistas of business management that were not plausible a few decades ago. One of the most important revolutions of globalization has been global marketing. Internationalization and global marketing strategies has not only garnered the attention of large corporations but small and medium sized enterprises are also...
19 pages (4769 words) Essay
Consumer culture
In marketing the notion concerning consumer culture has been incorporated because of its importance in the subsequent generations, more notably is the tie with capitalism where it is more driven with money though it is distinguished most by its focus on the satisfaction that is attained by purchasing or spending on a product or a service rather than its monetary value and the emergence of conspicuous consumption where there is development of leisure class and enhancement of social status through spending on property and material possession.
12 pages (3012 words) Essay
global marketing
Foreign direct investment is simply direct investments across national boundaries” (Dicken, 2007, p.36). Earlier, countries were bit reluctant in welcoming foreign direct investment because of the concerns about the negative impacts upon domestic firms caused by the intrusion of foreign firms. However, world has realised that these concerns are nothing in front of the huge benefits and advantages brought by foreign direct investment. It should be noted that communist China is the number one exploiter of globalization and foreign direct investments at presents. In other words, China has no...
12 pages (3012 words) Essay
Consumer behaviour and marketing
The only plausible way to do this is to ensure that the targeted customers are responding positively to the products or services of these companies. Marketing is one of the best ways to make sure that these customers have a connection to the companies’ products or services that is desirable. However, with the increased customer awareness and insight into brands all over the world, the marketing strategies of the companies have had to undergo a tremendous metamorphosis as a way of trying to predict the consumer behaviour and their influence on the businesses. According to Bian & Moutinho...
12 pages (3012 words) Essay
Global Marketing
Many multinational corporations target customers from different parts of the world. It is imperative for marketers to customize their advertising efforts depending on the global market they are targeting. People from Europe have different taste than American customers. Global marketing has increased in popularity during the 21st century. Marketers today are using a wide variety of tools and techniques to reach the global masses. One of the most popular tools that global marketers are using to send messages to customers is the internet. The internet is a very effective marketing tool because...
3 pages (753 words) Essay
Marketing Manager
The F-16 was initially developed by the company General Dynamics, however General Dynamics sold its aircraft manufacturing facilities to Lockheed Martin and it has since been marketed by them. With the current race of weapons technology, it is also not deniable that management of the F-16 at Lockheed Martin will do very well to keep it relevant in the latest war arenas and war deterrence mechanisms of the world. In its field of work, the F-16's fate really depends on its manufacturers being able to keep it competitive with other aircraft of its role in terms of functionality. Functionality,...
8 pages (2008 words) Research Paper
Got a tricky question? Receive an answer from students like you! Try us!