Information management principles and practices

¶ … Management

Pierre Berthon, Leyland Pitt, Dianne Cyr, Colin Campbell. (2008). E-readiness and trust: macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25(6), 700-714. Retrieved December 11, 2008, from ABI/INFORM Global database. (Document ID: 1596418681). http://www.diannecyr.com/berthon_pitt_cyr_campbell2008.pdf

Ronald a Clark, Ronald E. Goldsmith. (2006). GLOBAL INNOVATIVENESS and CONSUMER SUSCEPTIBILITY to INTERPERSONAL INFLUENCE. Journal of Marketing Theory and Practice, 14(4), 275-285. Retrieved December 12, 2008, from ABI/INFORM Global database. (Document ID: 1161380261).

Link was not available so PDF is provided

Mark Cleveland, Michel Laroche. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249. Retrieved December 11, 2008, from ABI/INFORM Global database. (Document ID: 1215794081). http://ideas.repec.org/a/eee/jbrese/v60y2007i3p249-259.html

Claudiu V Dimofte, Johny K. Johansson, Ilkka a Ronkainen. (2008). Cognitive and Affective Reactions of U.S. Consumers to Global Brands. Journal of International Marketing, 16(4), 113. Retrieved December 10, 2008, from ABI/INFORM Global database. (Document ID: 1600842051). http://colorado.marketingpower.com/ResourceLibrary/Documents/JIMForthcoming/Cognitive%20and%20Affective.pdf

Roy William John Endacott (2004). Consumer and CRM: A national and global perspective. The Journal of Consumer Marketing, 21(2/3), 183-189. Retrieved December 12, 2008, from ABI/INFORM Global database. (Document ID: 658178891).

Link was not available so PDF is provided

Segal-Horn, Susan, Davison, Heather. (1992). Global markets, the global consumer and international retailing. Journal of Global Marketing, 5(3), 31. Retrieved December 11, 2008, from ABI/INFORM Global database. (Document ID: 1098193).

A https://dspace.lib.cranfield.ac.uk/bitstream/1826/456/2/SWP4190.pdf

Marieke De Mooij (2003). Convergence and divergence in consumer behaviour: Implications for global advertising. International Journal of Advertising, 22(2), 183. Retrieved December 16, 2008, from ABI/INFORM Global database. (Document ID: 377657381). http://www.mariekedemooij.com/articles/demooij_2003_int_journal_adv.pdf

Anthony Pecotich, Steven Ward. (2007). Global branding, country of origin and expertise:an experimental evaluation. International Marketing Review, 24(3), 271-296. Retrieved December 12, 2008, from ABI/INFORM Global database. (Document ID: 1343887201).

Link was not available so PDF is provided

Yullya Strizhakova, Robin a Coulter, Linda L. Price. (2008). Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries. Journal of International Marketing, 16(4), 57. Retrieved December 11, 2008, from ABI/INFORM Global database. (Document ID: 1600842031). Link:

http://colorado.marketingpower.com/ResourceLibrary/Documents/JIMForthcoming/Branded%20Products.pdf

Taewon Suh, Ik-Whan G. Kwon. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663-680. Retrieved December 13, 2008, from ABI/INFORM Global database. (Document ID: 274872021). http://www.slu.edu/Documents/business/cscms/globalization.pdf

Part 2

What is a global consumer?

The dichotomy of just what a global consumer is begins with the debate of globalization creating a single, mass consumer market (Pecotich, Ward, 2007) versus the localization of advertising, branding, marketing and selling (Mooij, 2003). From previously-held beliefs of global branding initiatives robbing nations and cultures of their uniqueness (Cleveland, Laroche, 2007) to a recognition that the most effective marketing is based on a highly localized and culturally sensitive approach to presenting how products meet unmet needs or solve problems (Strizhakova, Coulter, Price, 2008) this paradox of just what a global consumer is continues to be debated. Based on the relative merits of each and the role of ethnocentrism in defining interpersonal and inter-brand relationships (Clark, Goldsmith, 2006) it is clear that there is much more to the global consumer than merely being swayed by the world's strongest brands. In fact there are much more unique and differentiated cultural, religious, socio-economic and perceptual differences between global consumers than the stereotypical definition portrays. As a result of these broad-based assumptions of just what a global consumer is, there tends to be a backlash increasingly on the part of consumers who expect to see more uniqueness, differentiation and mostly a reflection of their attitudes, perceptions and values in advertising and messaging (Suh, Kwon, 2002). What emerges from this collection of research is then a definition of global consumers as highly unique, motivated not nearly as much by global brands as by unique, highly targeted messaging that specifically addresses their unmet needs while respecting their values, culture, religious and socioeconomic norms (Suh, Kwon, 2002). The global consumer is more complex than many marketers give them credit for as a result.

What actions performed by the global consumer caused the current financial crises?

Beginning with the perception of loans as a financial instrument that aren't really meant to be paid back in full only continually refinanced, global consumers, especially in westernized nations, freely leveraged their homes and businesses to gain large sums of money. The global consumer then was provided the advertising and branding messages that specifically supported the continual accumulated of debt, surpassing the amount their assets could support as collateral. This was all accomplished through an intensive series of campaigns aimed at increasing trust in the concept of home equity credit lines, adjustable rate mortgages, and in general a misleading of the public with regard to risks and a violation of their trust. This attainment of increased trust with global consumers and the persuading of them to take on more debt that their assets could underwrite or support were often done online through combined marketing campaigns to promote self-efficacy of financing options (Berthon, Pitt, Cyr, Campbell, 2008). As a result global consumers saw their peer and referent groups experience exceptional spending power increases, this also led to entire neighbors and regions of the country experimenting at first and then aggressively adopting these highly risky borrowing practices. Allegorically speaking there are references to susceptibility and use of reference groups in consumer behavior (Clark, Goldsmith, 2006) which illustrate why global consumers chose to emulate one another despite the lack of financial stability of their decisions.