Question

Question1

Consider this statement: Cultures around the world are becoming increasingly similar, so companies should standardize both their products and global marketing efforts. Do you agree or disagree with this line of reasoning? Explain.

Are there certain industries for which the statement might be more or less true?

Question 2

Critics of the tobacco industry allege that in developing markets cigarette manufacturers create special tobacco blends that contain additives to give an extra "kick." If true, such practices put the "standardization-versus-adaption" issue in an unusual perspective.

If tobacco companies adapt their products in this way, do you think this practice is ethical?

Can you think of companies in other industries that change the contents of their products to appeal to buyers? References:

Answer 1

Answer 1:- If it is true that cultures around the world are becoming increasingly similar, it would make sense to standardize global products and marketing efforts. But although cultures are becoming more similar with increased globalization, they are not identical. Cultures are still very much identifiable and each one has their own standards. A suggestive advertisement may seem tame in Europe, but would cause an outrage in the more conservative Middle East. The people of rural China have different needs than the people of New York City, so standardizing products does not always make sense. Some industries could get away with a global strategy but it should be considered on a case by case basis for optimal success.

Many companies are able to utilize a global marketing strategy for their products. Companies like Red Bull can offer the same product in every market worldwide, which lowers costs and can simplify operations. A company like Nike can sell the same Kobe Bryant basketball shoes in China as they do in the United States. Finally, the auto industry can take advantage of offering many of the same cars throughout the world. Certain vehicles may be more popular in certain parts of the world, but very few cars are designed to be country specific.

Often times, adaptation is a much more effective marketing strategy for international businesses. Cultures still have their own individual needs and customs. McDonald’s expanded oversees and saw that the beef products popular in the United States did not always sell as well. In response, they adapt each of their menus for the region they are serving. They offer the McFalafel in Egypt, the Teryaki Burger in Japan, and the McCurrywurst in Germany. They also do not offer beef or pork items in accordance to the traditions of Muslim nations. By using a multinational strategy, McDonalds is able to continue their growth strategy into other nations successfully.

Answer 2:-

^^It is not ethical for tobacco companies to adapt their products by blending them with additive .This leads to misleading information as this data does not appear on the ingredients section.The aim is to cause addiction to hook users to maintain a continuous flow of income.

^^Others companies that are suspected to add additives into their products are beverages companies dealing with energy drinks. The products are said to contain significant amount of addiction causing substances but this is not revealed in the ingredient section

Additives are aimed at increasing customers appeal and to create more urge to consume the product