Questions
Seung Review B Lee
Chapter 1.
4. Why are consumption patterns similar across industrialized countries despite cultural
differences?
According to increasing of income, a billion people around the world with per capita income of
$20,000 and above have considerable purchasing power. They tend to enjoy similar educational
levels, academic and cultural backgrounds, and access to information. A these cultural and social
dimensions begin to resemble each other in many countries, peoples desire for material possessions,
ways of spending leisure time, and aspirations for the future become increasingly similar. From a
marketing point of view, people have begun to share a similar choice set of goods and services
originating from many parts of the world. Thus, many global companies are using their marketing
through online such as Facebook, Twitter and Blog to share and let many people living anywhere
know their brand.
5. How is global marketing difference from international marketing?
International Marketing: Now, company starts selling products to various countries and the approach
is Polycentric i.e. making different products for different countries.
Global This Marketing: is the final stage of evolution. In this stage company really operates in a very
large number of countries and for the purpose of achieving cost efficiencies it analyses the
requirement and taste of customers of all the countries and come out with a single product which can
satisfy the needs of all. This approach is called Geocentric approach
So, one main difference between International and the Global marketing is the approach of marketer.
A truly global company instead of offering different products to different, develops and offers a single
product to the world.
6. Why do you think a company should or should not market the same product in the same way
around the world?
Cultural ignorance could hinder a company from global marketing. One of the best ways to target the
foreign market is to create products in the country that are based on the needs of the local customers
Global marketing does not necessarily mean that products can be developed anywhere on a global
basis. The economic geography, climate, and culture, among other things, affect the way in which
companies develop certain products and consumers want them.