Marketing Chapter 9 Glocalization Instructor Ppt Slide The Term Glocalization Represents One Alternative That Allows

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C. Glocalization [Instructor PPT Slide 18]

The term glocalization represents one alternative that allows flexibility in responding to the

unique value profiles of consumers. Glocalization represents the idea that the marketing

strategy may be global, but the implementation of that strategy at the marketing tactics level

should be local.

Q: Explain the concept of glocalization with an example.

Video material for this chapter is starting on page 24 of the IM

End of Chapter Material

Discussion Questions

(*) Indicates material on prep cards.

1. *Why are culture and meaning inseparable?

2. Culture affects the value of consumer behaviors. Consider the differences in American

consumers versus Chinese consumers. Contrast the value that consumers in these countries

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might typically desire in the following products: Automobiles, Rolex watch, Tablet

computer, 5-star restaurant.

3. *What is meant when one says that “culture gives meaning to objects and activities”?

4. List and briefly describe each of the five dimensions of CSVs.

5. Using the Hofstede website discussed in the chapter, compute the cultural distance

between the United States and Belgium. Then, compute the cultural distance between the

United States and Denmark.

6. What do the terms acculturation and enculturation mean, and how do they relate to

consumer socialization?

7. Describe the socialization processes that have shaped your current food preferences as a

consumer.

8. *Describe the concepts of translational equivalence and metric equivalence and how they

relate to communication differences across cultures.

9. What are the basic elements of nonverbal communication?

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Answer: The basic elements are as follows:

Time

Mannerisms/body language

Space

Etiquette/manners

Agreement

Relationships

Symbols

BUSPROG: Communication

DISC: Strategy

LO: 9-4

Topic: A-head: Fundamental Elements of Communication

Bloom’s: Knowledge

Difficulty: Easy

10. Define Globish.

11. What is meant by glocalization?

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Group Activity

Ask someone from the international department at a nearby university to visit your classroom, or

have an international student pay a visit so that students can experience consumer culture. Have

the student or representative discuss Exhibit 9.1 on culture, meaning, and value. This activity

allows students to understand the impact of marketing in cultures around the world. This activity

could lead to a panel discussion if two or more students hail from other countries.

Assignments

1. *Design an advertisement that intends to communicate the benefits of a facial cream to

family skin care for each of the following consumer markets. Consider the relative role of

verbal and nonverbal communication in doing so.

Germany

Egypt

Japan

Israel

New Zealand

2. Use the Internet to find the consumer corruption indices for various nations (see

www.transparency.org). Why do these values differ so greatly from nation to nation? How

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would this factor into the idea of cultural distance? Do you believe it would be ethical to

do business in one of the more traditionally corrupt nations, such as Russia or Nigeria?

3. Select a country that you think would be an interesting country to live in. Examine the

country’s CSV scores, which can be found at http://geert-hofstede.com. In what ways do

you think these scores might affect your lifestyle in that country? How do you think the

cultural distance between your home culture and this culture affect your acculturation

process? Would it be easy or difficult? Why?

4. Interview a fellow student who is from a culture other than your own. How does this

student view the dimensions of CSV (individualism, masculinity, power distance,

uncertainty avoidance, long-term avoidance)? How have these dimensions affected the

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student’s behavior since arriving in your country? Were you aware of the importance of

these dimensions in the student’s life? What major cultural differences has the student

noticed since arriving in your country?

5. View a popular foreign movie. What consumer behavior differences do you observe in the

culture that you are witnessing? Do you observe differences between your culture and the

culture in the movie in terms of nonverbal communication, sex roles, and individual or

collective attitudes?

Chapter Video Summary

To view the video case on Lonely Planet, access the Chapter 9 Media Quiz in CB8 Online

(create a course at login.cengage.com).

Lonely Planet

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prosper. Lonely Planet aims to provide travelers with consistent information leading to

memorable personal experiences. It emphasizes marketing as a means of communicating

effectively with customers, and attributes much of the success of global businesses to a robust

branding strategy.

Ask your students:

1. What are the factors that can be attributed to the global success of Lonely Planet?

2. How does Lonely Planet seek to distinguish itself from its peers?

3. Discuss Lonely Planet’s position on branding.

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differentiate itself from competition—dubbing the travel guidebooks into different

languages and using generic images to target its customers.

BUSPROG: Diversity

DISC: Customer | International Perspective

LO: 9-1

Topic: A-head: Culture and Meaning Are Inseparable

Bloom’s: Comprehension

Difficulty: Moderate

CB Scenario Video

As Baby Boomers reach 65, marketers are preparing for the changing needs of the Me

generation. Stores are modifying designs to make it easier for aging consumers to access

products despite any physical limitations. Companies are developing technologies that can be

used to help older people live safer and fuller lives. The buying power of the Baby Boomer

cohort will ensure that marketers take good care of this market segment.

Ask your students:

1. In the context of collectivism and individualism, how do baby boomers differ from

teenagers?

2. Suppose you are planning to start a health club for baby boomers in your city. In the

context of power distance, how would you approach them?