Question

Consider this statement: Cultures around the world are becoming increasingly similar, so companies should standardize both their products and global marketing efforts. 1. Do you agree or disagree with this line of reasoning? Explain. 2. Are there certain industries for which the statement might be more or less true? Your response to each question should be a minimum of 6 sentences long.

Answer 1

(1)

The idea behind a successful product or marketing effort is not commonization. Rather, marketing efforts, nowadays, talk about more personalized communication and relationship building approach with a consumer. From that point of view, every consumer is different culturally. Therefore, there is no question about standardizing products and marketing efforts because the cultures of different countries are converging. Yes, it is true that a certain portion of the population of almost any country has become exposed to global cultures and trends. But that does not signify the fact that consumers have changed their cultural foundation in that culture is inherited to a person historically from a prolonged series of events in his/ her country. Getting exposed to global culture is, therefore, not same as a change of cultural values. Marketers should thus continue differentiating marketing efforts based on national or local cultures to make their products attracted. When it comes to standardization, there are only a handful kinds of products for which this strategy may work because such products have a universal appeal and value proposition.

(2)

Industries which deal with products that have audiences essentially similar can standardize their global marketing efforts. For example, if the products are sold essentially to the Millenials, the marketing efforts may be commonized in that Millenials have a common value system and culture across the globe because a portion of this community move in different parts of the world, got exposed to local cultures and shares their experiences with the rest of the group. Such products/ industries are high-tech products, computers & peripherals, mobility devices and so on.

Standardization can also work for products for which the value proposition is such simplistic that perhaps it will be accepted by any national culture. Consider the examples of Coca-Cola or L'Oreal. The attributes and brand communications of these products and very 'broad' and can be accepted by people from any community because of the fact that these brands will communicate regarding human values and culture which as uniform across the culture. The efforts of integrated marketing communication (IMC) can leverage on this type of brands on a global scale.