-Lujain-

Globalization

Q1. Is there, as Levitt claimed a convergence in tastes and a concomitant diminution in cultural differences?

Globalization has indeed led to a convergence in tastes as Levitt claimed. For example, a product such as Coca Cola has created a lifestyle and culture of its own. And now whether a consumer of Coca Cola is from the Middle East or Norway, when consuming it, they are all part of the Coca Cola culture.

But although a product such as Coke will help consumers of all regions meet at a some common ground, cultural differences still remain, since what Coca Cola means to an individual of one region may not mean the same to another. An individual from a high context society may perceive the drink as something that brings friends and family close together, while a person from a low context society may see it as liberating and individualistic, but what brings them together is their love for Coke and how fun, refreshed and cool it makes them feel.

Q2. Is globalization resulting in a move away from competition at the local and regional level to competition on a global scale?
I don’t think this is necessarily the case, since a lot of major regional and local brands have already realized and established their positions locally and prefer to keep it this. For example, a Saudi brand such as Almarai is dairy giant within the region, conquering a large market share in the GCC dairy market. Although they have considered expanding globally, they are aware of the risks that comes along with it, which is either great success or great failure, since they will have to compete with a much larger market. Globalization has influenced local markets to think bigger and more creatively, but as it is a cultural trait of high context societies to be non-risk takers, they would prefer to hold on to the success they have created at home rather thank risk it abroad.

Q3. Is globalization resulting in policies of standardization in developing and delivering marketing strategies?
I believe that marketing strategies have been somewhat standardized due to globalization but not completely. As mentioned in the Coca Cola example, globalization has given rise to new cultures and not diminished existing cultural differences. For example, a certain age group of teenagers and young adults are all united under the newfound “Pop culture” globally, which is a culture that did not exist historically. When marketing to these new sub-cultures, marketers are aware that these audience are of a certain age group and lifestyle pattern, so when marketing to them, strategies follow a general and standardized approach.

However, when it comes to the traditional/existing cultures, sensitivities to differences still exist, and so a standardized strategy would not be effective. Therefore, strategies remain localized in each region.

4. Is globalization leading to centralization of control?
As companies are growing and becoming more global with many branches, they are definitely taking the centralization of control approach. Having one central control makes management and production more organized, structured and efficient.

Global Marketing and Advertising Self-Reflexivity

Q1. Why is it important to study global marketing and advertising?

It’s important to study global marketing /advertising for two primary reasons.

The first is, through the study of global marketing, our ability as professionals to communicate and cater to a larger market is exposed. Since the study of global marketing does not only emphasize on the marketing aspect of advertising but also the cultural studies of different societies, we will have a deeper understanding of other cultures attributes, sensitivities and what appeals to them and what does not, and in return be able to successfully market or advertise to them.

The second point is, since relative to the western world, Middle Eastern advertising markets are rather new, it is important to study the various marketing and advertising strategies implemented around the world in order to understand why it might work there but not regionally and develop our own localized strategies.

Q2. When did the human species begin using global marketing and advertising?

The human species began using global marketing and advertising when the introduction of trade between nations was introduced. Countries decided it would be more cost-efficient and productive to exchange their surplus goods with another country, making each nation better off. Marketers and advertisers believed this was an opportunity to not only market locally but it also important to attract foreign markets as their investments are now major contributors to their economy. Increased foreign trade also increased competition among products and services, and therefore each had to fight to stay at the top and appeal to a larger reach.

Of course with the introduction of technology and the internet, this process has now become faster and easier.

Q3. How can global marketing and advertising be used for the good of culture industries? How has it been manipulative historically and in the present?

Global marketing and advertising can be used for the good of local culture industries by giving them the opportunity to be exposed and create recognition into a global and larger market, and also gives local consumers the opportunity to experience a wider choice of industries and products. According to theorist Theoder Adorno, cultural industries have manipulated societies into becoming passive because of the easy pleasures obtained through pop culture. He also said it leads to the spread of false needs, which are satisfied through capitalism.

Even today, much of Adorno’s theory remains the same.

Q4. What have you learned from this class personally and professionally?

From this class, I have learned how to think like a global marketing and advertising professional rather than a student. The class was structured in a way where the professor and students and students with other students were allowed to freely discuss and debate contradicting opinions on specific cultural marketing/advertising strategies around the world. This approach really helped me to actually analyze and think outside the box on what would be effective global communication strategies, rather than simply memorizing what is written in the text book.

Personally, I am very content with the class, as I have learned more than just the course objective. I have learned some history, politics, arts, public speaking and analytical thinking skills, from the class discussion and extra knowledge the professor gave us, and of course the difference in global cultures advertising/marketing styles from the different articles and videos we watched. Gmail and blogger were also very innovative approaches, as the internet now is a prime global marketing/advertising tool.

Almarai Group Advertising Assignment

This was an advertisement my group created for us to be able to advertise Almarai into a global market.

In order to globally market our product, we've incorporated both an emotional and rational strategy. Since collectivist societies are most responsive to emotions, we have portrayed a photo of a pregnant mother holding her stomach affectionately. We also wrote the tagline "Because your child deserves the best" in a childish handwriting to make it seem like a young and needy child wrote it.

And since independent societies are more responsive to logic and directness, in the top left corner we talk about the nutritional benefits of our products.

We also used a common motherly sentiment strategy, since a mothers love for her child's well-being is responsive worldwide.

(P.S: Dear professor, I have uploaded this photo online so that you can have a better look at it.)

Almarai

As part of our campaign to promote the regional product Almarai globally, we had to do an in depth analysis of the product's history in order to know how the product has reached to where it is now.

I would like to share an interesting video brief about the world's largest integrated dairy company, Almarai.