UNIT 1
THE ART OF MARKETING IN A GLOBAL MARKET
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TOPIC LECTURE
GETTING READY
1. Choose the word that best replaces the bold one in each of the following
sentences.
1. No one can deny the mass appeal of the Internet.
a. attractiveness
b. popularity
c. publicity
2. Earnings ratios of different industrial sectors have dramatically converged in
recent years.
a. remained the same
b. become different
c. become similar
3. The boundaries between the play and the audience dissolved.
a. strengthen
b. disappeared
c. appeared
4. The painting I came across in the museum evoked a memory I had from my
childhood.
a. lost
b. recalled
c. refreshed
5. The kidnappers gave us explicit instructions not to involve the police.
a. clear and direct
b. implied and indirect
c. detailed and specific
6. Like the other valley towns, this was once a fairly homogeneous Anglo
community.
a. varied
b. similar
c. distinctive
7. Most of the city dwellers are accustomed to traffic jams during rush hours.
a. are familiar with
b. are different from
c. are satisfied with
8. There are some fairly profound ideological disagreements within the movement.
a. based on economics
b. based on logic
c. based on beliefs or ideas
9. They failed to consider the wider implications of their actions.
a. explanations
b. predictions
c. possible results or effects
10. This is a very potent drug and can have unpleasant side-effects.
a. perfect
b. powerful
c. physical
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2. Use the words in exercise 1 to complete the following sentences. Change the
form of the word if necessary.
1. The party is split by _____________ differences.
2. Advertising is a _____________force in showing smoking as a socially
unacceptable habit.
3. When the ambulance had gone, the crowd _____________.
4. We _____________ working together.
5. Her victory had important political _____________.
6. The program has a very wide _____________.
7. Be _____________when you talk about money with your family.
8. Many major cities around the world are becoming increasing _____________.
For instance, people dress the same, listen to similar music, and use similar technology.
9. People‟s idea about what is cool, fashionable, and desirable are starting to
_____________. Today, everybody seems to want the same product no matter where
in the world they live.
10. Peaches _____________memories and bring out the best of summertime
activities.
Listening
1. Watch the lecture and complete the notes below.
Topic:…………………………….
1. Definition of globalization: ………………………………………………….……………………………………………………
…………………………………………………………………………………………………………………………………………………………………
2. Indicators of cultural convergence:
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
Eg.’s of global phenomena (e.g. cyber cafes):
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
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3. Causes of globalization:
i. ………………………………………
Reasons: …………………………………………………………………………………..…
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
ii. ………………………………………
Reasons: ………………………………………………………………………………………
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
iii. ………………………………………
Reasons: ………………………………………………………………………………………
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
4. Implications of globalization for marketing
i…………………………………………….
Explanation: …………………………………………………………………………………
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
ii. …………………..…………………….
Explanation: …………………………………………………………………………………
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
………………………………………………………………………………………………………..
Examples of international marketing mistakes
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
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2. Use your notes to answer questions below.
a. What is “globalization”?
……………………………………………………………………………………………..
……………………………………………………………………………………………..
b. What are some examples of global phenomena.
……………………………………………………………………………………………..
……………………………………………………………………………………………..
c. What are the three causes of globalization? Explain.
……………………………………………………………………………………………..
……………………………………………………………………………………………..
d. What are the two implications of globalization of marketing? Explain.
……………………………………………………………………………………………..
……………………………………………………………………………………………..
e. Explain the two examples of international marketing mistakes.
……………………………………………………………………………………………..
……………………………………………………………………………………………..
3. Now watch the video with power-point presentation and check your answer to
the questions in exercise 2.
FOLLOW-UP DISCUSSION
1. Discuss with your partner the following questions.
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Can you take some examples of globalization indicators around you?
Do you think a universal icon can also have local appeal? Take some examples.
What do you think about researching for a global marketing firm? Can you name
some merits of the job?
2. Watch the discussion after the lecture.
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LISTENING STRATEGY
Using SYMBOLS and ABBREVIATIONS
It is important to be able to take notes quickly. One technique that will help you is to use
symbols and abbreviations.
1. Complete the table of common symbols and abbreviations below.
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2. Read the notes from a lecture about good employees. Circle the symbols and
abbreviations that are used. Then make complete statements about the
characteristics of a good employee based on the notes.
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