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Global consumer culture is a beguiling illusion and a gangerous fiction for the marketing manager to engage with
Pages 12 (3012 words)
“Global Consumer Culture is a beguiling illusion that completely glosses over the hard realities of national, ethnic and religious differences. It is therefore a dangerous fiction for the marketing manager to engage with.” Student’s Name Name of the University A.
The paper will first elucidate the concepts of consumer culture and global consumer culture. Then it will explain the advantages which attracts marketers to expand their business in cross-cultural boundaries. Next, it will explain the negative aspects/disadvantages of global consumer culture. In addition to this, the paper will present some examples of business failures caused due to insensitivity of local norms and finally the paper will provide an international marketing strategy which can help marketers to address the global marketing challenges. KEY WORDS: Consumer culture, religious values, globalization, failure, national identity, global phenomenon, global brands & marketing strategy. B. WHAT IS CONSUMER CULTURE? 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. ...
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