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IM Ch6

Published on Nov 21, 2015

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PRESENTATION OUTLINE

1.

Globalization of Consumption

CHAPTER 6
Photo by Marco Bellucci
2.

Marketing 21st Century

  • International Trade Booming
  • Companies cannot stay domestic
  • Global competition
  • Higher risks with globalization
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3.

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4.

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5.

CONVERGENCE AT THE MACRO LEVEL

  • Political Environment
  • Communication access
  • Economic Environment
  • Logistics, Marketing practices
  • Legal Environment
Photo by Scott*
6.

Convergence at the Micro Level

  • CONVERGENCE-DIVERGENCE; INDUSTRY-DEPENDENT; INCONCLUSIVE
  • INDUSTRY-DEPENDENT;
  • INCONCLUSIVE
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7.

McDonaldization

EFFICIENCY, SYSTEMATIC QUANTIFICATION, PREDICTABILITY, CONTROL
Photo by The man with the golden cam
8.

MODERN lifestyle?

  • Modernity and Technology is a given
  • All societies can be placed on a continuum
  • Continuum based on resistance to change
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9.

Culture-Bound Products

  • Rich Cultural Context
  • Relationship to physical env.
  • National Identity
  • Relationship to others
  • Language, Complex
Photo by Lynda Giddens
10.

Mixed Local/Global

  • Positioning local v global
  • Central/Peripheral contexts
  • Ambivalence in consumption patterns
Photo by Glenn Waters ぐれんin Japan.

Roberto Bello