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Ibahrine Chapter 1 The Paradoxes In Global Marketing Communication
- 1. Chapter 1 The Paradoxes in Global Marketing and Advertising American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
- 2. Chapter 1 Objectives Define and understand the value of the Paradoxes Explain the dilemma in global marketing Explore the impact of global advertising on Arab society. Explain the convergence and divergence of consumer behavior Discuss the standardization-adaptation decision
- 3. What Is Paradox? statement that seems contradictory but is actually true Economic globalization is accompanied by increased focus on local identity Local segmentation versus global Standardization in marketing Convergence of technology goes with divergence of usage of technology Global media versus local music preferences
- 5. The Magnitude of Advertising 7– United States: $294 billion ($1,000 per person) Global: $360 billion
- 24. Standarization versus Adaptation 1- Arabic read right to left Chinese “ delicious/happiness” The faces of Coca-Cola around the world
- 29. How would you expect to come into contact with global marketing activities? How is global marketing as a field related to your future career?
Notas del editor
- A global company that has the ability to successfully transform a domestic campaign into a worldwide one, or to create a new global campaign from the ground up, possesses a critical advantage. The first company to find a global market for any product is frequently at an advantage relative to competitors that make the same discovery later. The search for a global advertising campaign should bring together everyone involved with the product to share information and leverage their experiences. Global campaigns with unified themes can help to build long-term product and brand identities and offer significant savings by reducing cost associated with producing ads. Global advertising also offers companies economies of scale in advertising as well as improved access to distribution channels. Where shelf space is at a premium, as with food products, a company has to convince retailers to carry its products rather than those of competitors. A global brand supported by global advertising may be very attractive because, from the retailer’s standpoint, a global brand is less likely to languish on the shelves.
- The design is basically the same but the name is frequently transliterated into local languages. The Arabic label is read right to left; the Chinese label translates “delicious/happiness.”