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Chapter 1 The Paradoxes in Global Marketing and Advertising American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
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
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
Eighteen-year olds in Paris have more in common with 18-year-olds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.
“ Proponents of the Levitt theory spoke of developing powerful advertising that crosses international boundaries, cutting across all lines of culture, nationality, race, mores, values and customs” (de Mooij, 2009: 11)
How would you expect to come into contact with global marketing activities? How is global marketing as a field related to your future career?