Globalization in marketing

International marketing strategies fall along a continuum from customization to globalization, which side do you agree with more?

Globalization as defined in our text is "the development of marketing strategies that treat the entire world (or its major regions) as a single entity." Nike and Adidas shoes are two companies that have this approach. I think that globalizing of the international marketing mixes needs to be taken by a different approach.

A global market should be approached through small connections world wide and not this idea that everyone is the same. If connections are made from village to village. With my knowledge of intercultural communication, not everything is universal. There for I think customization would respect others more and touch on the true selling points for that region or country. By working with locals and surrounding areas companies can have a marketing advantage. This is do to the many environmental factors.

Always some things do have to be altered, If I did not understand an advertisement or website because it is entirely in a different language, then I am less likely to buy a product. I am also more likely if the product understands my needs and concerns.

One of the biggest world industries is the car industry. If American companies were advertising large SUV's and Hummers in an overcrowded moped centric city, that would not be intelligent. Even if it was the most popular product in the United States. Different products have to alter more than others, but I think that marketing strategies should respect the cultures of different companies.

One concept i mentioned earlier is to support local smaller businesses, if corporations could market products in local community stores and spread slowly and at a small level, I would have more respect for them.
How can this concept of localizing be effective in the new globalized marketing strategies?