Globalization
Which are the three main areas globalization can be divided into?
Economic globalization, cultural globalization, and political globalization.
In what two ways can cultures be compared?
Emic and Etic
What three components do values have?
Cognitive, affective and behavioral components.
How do the terms of hardware and software of culture differ, and which of these is relevant for globalization purposes?
Hardware is the expression of culture (symbols), whereas software is the cultural values. Only the hardware of culture can go global since it is harder to transfer cultural values among consumers than a symbol.
What are the primary advantages and disadvantages of standardizing advertising across cultures?
Cost reduction because of economies of scale. Quality control. And consistency in an era when many media reach various countries at the same time. Disadvantages are that different people with different cultures will perceive in different ways.
What distinguishes between terminal values and instrumental values?
Terminal values refer to desirable end-states of existence, meanwhile, instrumental values refer to desirable modes of conduct, they are more motivators to reach end-states of existence.
Describe how global brands influence local cultures.
Global brands are carriers of cultural values and meanings. Through the use of marketing communications global brands create and communicate a brand image that is associated with certain values and aspirations. Some of these values are positive, others contribute to creating unsustainable lifestyles (materialism).
Explain the concept of universal thinking and its impact on international marketing.
Lack of knowledge of other countries and cultures.
Give examples of how history and behavior are connected to cultural values.
Confucianism, filial piety in China, Nihonjinron in Japan, Socialism and collectivism of Russia
In his famous article Levitt (1983) argued that “New technology would lead to homogenization of consumer wants and needs…” Other scholars have argued that globalization and Global trade will result in the birth of a global consumer culture. Provide arguments for why you agree/disagree with these sentiments.
It depends!