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?

Response to Dillion's post

Is making an environmentally conscious plan always the right decision for a company? As much as every company wants to be environment, there is a certain breaking point where it is not plausible for a business. Their are limits to everything. I agree that this decision is based highly on the market at hand. At an individual level, I like to buy green products but new technology only goes so far. Businesses still have to be profitable to survive and that is the bottom-line. As more consumers want sustainable products, companies will have to look into these alternatives. I believe it is a market that is growing, and the ones who are environmental are more likely to sustain a solid customer base.

Can you buy my love?

"Is environmentalism more of an opportunity or threat for marketers?"

The new direction of advertising and the marketing industry is to appease to their target market. Previously it concentrated highly on selling the product for being a great product, but now it is based off of what is the new hot ticket. Today, I believe company's should grasp the opportunity to market their products advertisement campaign based on environmental forces. It is wonderful for a company to be socially conscious because it can become a competitive advantage, besides all of the other benefits. When a topic such as sustainability becomes an issue, companies should grasp these opportunities. Being the first to grasp a new niche can skyrocket their business.
Companies spend extremely large budgets researching culture and conducting analysis'. Then they spend an exorbitant amount of funds to promote this new idea. Advertisements are everywhere and effect what people buy.
One campaign taken up by many companies is the idea of being sustainable. Now sustainability reports are found within most companies documents. For example North Face a company which sells products that support outdoor adventures makes their popular jackets out of recycled materials. They have created a name for themselves with service based lifetime warranties and a going green message. On their website their sustainability report's overview states :
"Sustainability is not a goal, it's a journey, and at The North Face it is part of our brand heritage. Sustainability and conservation form the core of The North Face pledge to advance the well-being of the planet, its citizens and those who enjoy exploring it."
They now advertise that they were always environmentally conscious so you the consumer should support them with this journey because you matter. You see their jackets on 50% of Keene State students, including myself, because going green is the new big thing.
Companies that see environmentalism as an opportunity understand that the market is always changing, and are more likely to overcome the tests of time. They distinguish themselves repeatedly as they rise to the top within their market. They buy my love by advertising what I want to see, therefore making the right products for me. Can companies who do not adjust to marketers do not have that opportunity to buy my love, what are some ways they have advantages?

Response to Kristy's Post

Salary within the interview process seems like it is going to be a very challenging conversation. I like how you stated that the conversation needs to be respectful. That is something that does get over looked. I don't know how much I should be making from that first job and also don't want to ask for too much or too little. By discussing this information in a respectful manor their might be more room for compromise. Also, your new boss could respect you more for understanding the hierarchy of the business. I think this is a good point we all need to take a better look at.

The 4 P's of Marketing Myself

Today getting a job can seem to be such a project that it needs an entire marketing department to support yourself. You need someone to remind you, who you are what you are capable of and advertise for it! Product, place, promotion and price make up the 4 P’s process.
I am the product. I have qualities, features or qualifications, options, a style of doing things and even services and warranties. I am good for a certain amount of time, and plan on working at the company for long-term or short-term. The creative aspect behind this is incredible. To package yourself, with the proper resume, application, look, and presentation, is difficult to make you the ideal product or candidate.
Second is place. Where is the job located, can I get there in a reasonable manner, am I willing to move if necessary, is the job worth relocating for. Will I drive, walk, take public transportation; are there more than one locations to work? These are questions I have to ask myself throughout the process, what is practical for me.
Promotion. I have to be my own public relations personnel. Selling myself does not sound legitimate, or even legal, yet it is what I have to do in that next big interview. Not only do I have to keep communication channels open and constantly contact the human resource department for that perfect job, I have to do it in a professional manor. Just like promoting my next radio show, through the persona I create or an announcement on the campus website, I have to put my name out there, show I am right and available for your job.
Finally, Price. How much do I cost? You ask that with a grin. My wage needs to make living life possible, paying off school loans, living in an apartment in the right neighborhood to get to work, and dressing to impress. I have a price that is practical. Within the price, there are benefits, if I sell your product, will I benefit? Also, is the pay regular?
Throughout every step within this marketing mix, costs are key. How much can I spend to get to you mentally and physically, and will you be able to cover these costs. Can you keep this relationship going, just like Duracell advertises for their batteries and will I continue to be an asset? Whoever has the time, it is a full time job to get a full time job, wish me luck. How can I manage to go about this intense job search, while my college career is coming closer to an end?