Glocalisation Concept - 1 Explain the'Development of the...

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1. Explain the 'Development of the global marketing concept'? (You may want to read Chapter 1 of Hollensen, S., (2012) Essentials of Global Marketing. Pearson. Harlow. 2nd Edition) When companies implement global marketing, they should know all the marketing plans, which works well in domestic market, maybe different to apply to another market. For example, local culture affects how companies make effective promotions to that market. The Chevy Nova did not sell well in Spain, as “no va” in Spanish means “no go”. So, marketers have to to carry out international marketing research to understand the similarities as well as differences between customers in each country to make decisions regarding trade-offs between standard and local messages, that is called “Globalisation”. 2. Conduct further research using academic sources, and discuss the development of a global marketing concept, using at least three academic sources, where you can evaluate the opinions of the authors you have chosen. When making researching about Glocalisation experience of Bharti-Wal-Mart in India, J.Matusiz (2015) mentioned a practical topic in terms of “Glocalisation” with different references of Indian economy, statistics and Glocalisation theories that make journal’s point become more valuable and stronger. However, there are some unreasonable flaws when author researches Indian consumer behaviour which is a foundation step for Bharti-Wal-Mart make “Glocalisation” strategy in India. Firstly, J.Matusize (2015) assumed that due to the economic development,
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