Interaction of the people, organizations and the most of all among the government authorities of the countries is called the procedure of globalization. The process depends upon trade between your two nations, investment in their businesses and through the info technology and has some effects on the culture, environment, political and economic development of the country as well as on the wellbeing of the human beings. There is absolutely no clear-cut definition of the globalization generally speaking or in educational writings. For a few, it is a means of freedom, wealth and then for others it is the means of prison and poverty. In the present day era some status the globalization as the process of modernism. This shows that everyone has make its own meaning and is affected by its global methods (Schirato & Webb, 2003). Globalization has both positive and negative effects on the quality of life. In some respects it lessens the human being security and serenity while increasing offences, but in some other cases it does increase the real human security by means of grater cultural pluralism (Scholte, 2000).
Convergence means of bringing together things and it could be of different kinds, whether it can be technological, communal, global, monetary or ethnic convergence. Culture convergence occurs when different cultures become more equally in terms of technology, sports activities, dialect and even in politics (Christopher, 2005).
Globalization alone does not decide the condition and quality of the culture and the same way culture also will not alone manipulate the globalization. Both are interdependent on each other. In his publication Globalization and culture, John Tomlinson claims that "Globalization lies in the centre of modern culture; culture techniques lie at the heart of globalization. This is the reciprocal romantic relationship. " (Tomlinson, 1999).
Globalization has changed us and the most important it changes our culture. The annals demonstrates contact between two different ethnicities leads to trade of products between them. Travelers and vendors in one culture to another culture bring products with them which will make people to know about the other culture and their products. But today, scheduled to globalization the merchandise are spread quickly through newspapers, tv, mobile phone and internet. The computer systems and cell phones were first made and used in the lady but now they can be found everywhere, even in the less developed countries where landline wires are not even available. Technology has made the nations to learn about the others and even to adopt their culture if they like something in the culture of other societies. Within this time of Globalization, technology and products has profound effect on the cultures. People used to go to cinemas to watch movies before, however now they can watch it on their computer systems, same is the situation with food where junk food may easily be grabbed and consumed in dash.
Let's talk about American culture, people across the world watch Hollywood movies, Television shows and use English language as the principal as well as second terminology in their home country. Even their dressing has been transformed; they like to wear trousers and t-shirts. Were living in interrelated world where people travel in air, have newspapers, televisions and other method of communications plus they know everything that what is going on in the other population. Globalization is having the culture together by minimizing the scope of diversities.
The ongoing global culture is not more than just the spread of Americanization. Hershey, Mars, Starbucks all has their markets in more than eighty countries around the world, where these are spreading the meals practices of their own culture into another culture. Another best example is of McDonald's food which has been served in another country.
Globalization is an activity in which marketing and consumer culture is making the homogeneity around the globe, but on the other palm it is also said that globalization is demolishing the neighborhood cultures and customs. This global culture is in fact the westernization of the culture due to the capitalism.
Global trade has managed to get easier for the countries to transfer and export their products. This culture convergence has become a global culture having something common among the civilizations or categorised as common community. Global culture convergence advances when sport teams of different countries get together to take involvement in international athletics events like Olympics and world cups.
Internet can be acquired around the globe now and businesses and even small businesses use it to advertise their products. The concept of e-marketing is increasing daily and has important effect on the behavior of the business markets and the customer. The companies are changing their e-marketing strategies to be able to compete in the global marketplaces by appealing to more customers around the world (Sheth & Sharma, 2005). The credit cards play an important role in the life span of the buyer by which they can buy the products easily even if they don't have cash at the time of clearance.
Consumer behavior has been modified over the past few years and the best example to review this behavior is the online cultural networking. People desire to get materialism, global capitalism and also have brands represents the fads of the consumer culture. The globalization has strengthened and evolved the way of managing the capitalism. Method of communication has increased the knowing of the consumers regarding brands, food, music and life of the folks of other countries. Globalization has increased the culture convergence which pushes the government authorities to provide best and cheap products from around the globe to fulfill their own people (Ohmae, 1995). Technology has motivated the globe towards convergence where every would like to see the new thing about the world through technology (Levitt, 1983).
The globalization has changed the concepts of marketing and today organizations are customer-oriented and their focus is more on the profits as compared to sales. The organizations are get change worldwide now due to oligopoly and mergers. The firms are rivalling in global market and having strategies and activities that give attention to the global market opportunities and hazards to get the competitive gain over their competitors (Keegan & Green, 2003).
In order to compete in global marketplaces, all organizations need to craft strategies no matter their sizes and functions. The global companies targets what consumer desires in order to achieve the long-term success and they're offering same things everywhere in the same manner that drive the globe towards ethnic convergence (Levitt, 1983).
The companies are actually well aware of the needs of the consumers as well because they are kindling the need for their products through promotional programs and advertisements. The very best example is of Coca cola who believes globally by giving a note of uniting the countries may be considered a way to obtain competitive edge for the business. The mass media and especially advertisements of the products continuously contain the people to take into account the products in the market. Youth is the primary focus on of the advertisers because they feel that once they persuaded the people in their early age, then they will remain with the goods and services forever.
Advertisements persuade people to buy the products. The analysis conducted on German and Chinese language culture unveils that German people find ad more convincing and beneficial than Chinese people, which shows that perception from ad has important effect on the consumer motives to accept or reject the brands and the products (Chan, et al. , 2007). The research demonstrates the new world has improved the marketers now they may be dependent on others within their homeland or in other nations for their profits (Fellman, 1999). For example the most famous merger is of Disney and Pixar, Cisco and Linksys, eBay and Skype, Microsoft and Yahoo, Yahoo and YouTube, Apple and then and JP Morgan Chase.
Coca Cola will come in our mind whenever we talk about best and successful global advertising. The brand is made from the same method and offers with same strategy throughout the world. Ethics in aesthetic representation of the ad is vital and there is need to understand the issues related to visuals representation (Schroeder & Borgerson, 2005). In the study of ad strategies of the companies in America, European countries and Asia it is disclosed that in order to face the global consumer culture, America and china both show similarity in their international adverts, having the noticeable western and non american beliefs (Jiang & Wei, 2012).
Cultural globalization has found all over now and it occurs through press that creates homogeneity across the nation. The best example of ethnic globalization is coca cola and McDonalds. Advertising and communication will be the integral elements of the globalization and there may be no globalization without them (Movius, 2010). The international marketers are facing issues about the established standard of advertisements in age globalization. Jiang & Wei, (2002) in their studies shows that the companies insight creative strategies in their advertising to have one voice or reliable effect of brands in the global market.
History demonstrates consumption patterns of 1 nation always inspired the intake behaviors of the other country. In modern use culture very minute differences found between your products and usage is differentiated based on the brands titles. Consumer culture is global now due to link between your culture and id of the average person. Capitalism has transformed the do it yourself images of the individuals and alters them into consumers.
The current study of consumption shows that that the consumer culture should be conducted systematically based on specialized level as well (Miller & Rose, 1997). There is a need to raised understand the lives of the consumers or the ways in which they take care of their identities through consumer subculture (Schouten & Mcalexander, 1995). Mooij, (2011) argued that the utilization patterns of folks are local, the brands and products can be global but people and their motive to buy such brands are not global.
The study of indian culture implies that decisions related to consumptions are not made alone, they are directly related to the prices and cultural devotion. The process of globalization has made culture as an important issue which needs to be handle properly because conumption pattterns of individuals and their ethnic beliefs both have higher effect on the marketing decision making (Banerjee, 2008).
Globalization has increased the ethnical convergence by means of technology, press and trade between the nations. Globalization makes the culture to come together and have some similar likes in life and music and technology. The process of experiencing similar norms and beliefs is most common in teenagers. Teens around the world whether they are in America, Africa or Asia, watch the same channels and advertising and the most important their usage of internet develops the similar utilization habits in them (Mooij, 2011).
Cultural convergences has generated more job opportunities for individuals and kept many cultures. The analysis shows that scheduled to globalization, marketization of the culture is very important for the survival of any culture which gives them an personality and save them (Howes, 1996).
Although globalization has many positive influences on the grade of life but this also increases the inequality between your countries and even within the countries. Procedures are needed in the process of globalization which addresses the techniques of production and the ways that the indegent countries hook up with the global producers and consumers of the market (Kaplinsky, 2000).
This is not essential that globalization only contributes to the homogeneity of the cultures. There can only be the homogeneity of certain aspects of the culture or economy in any other case there cannot be homogeneity one of the culture and if this happens it will be very poor to differentiate. Advanced technology has generated a difference among the list of cultures evidently. If we look back to 1960's we see that Asian culture find Us citizens modern atlanta divorce attorneys aspect of their lives but today communication technology creates a notable difference. But now they don't find American ideal as a result of family decay system. Both ethnicities can now see the values of one another clearly. (Mishra, 2008).
