Consumerization, And Theodore Levitt's The Globalization Of Market

Under the recent competitive market environment, some organizations have achieved big success and some companies are still struggling in the global marketplace. In Theodore Levitt’s article, “The Globalization of Market,” he illustrates his standpoint about today’s tendency of marketing, which emphasizes, “on customizing items to offering globally standardized products that are advanced, functional, reliable and low priced” (Levitt, 1983). In other words, the corporations need to concentrate on creating products through exploring customers’ needs, instead of utilizing merchandise to alter customers’ minds or making efforts to speculate consumers’ preferences. Moreover, the author also indicates the difference between multinational and global corporation. A multinational company is defined as an organization, which conducts business in several countries and maintains its products based on different interests in specific regions. Therefore, this type of corporation will cause financial burden in producing the products, because the company has to spend additional high budgets to input various raw materials for individual product. On the other hand, Levitt clarifies that global …show more content…
There are diverse flavors of beverages provided by the stores, such as abundant kinds of coffees, teas, milk, hot chocolate, and etc. These sorts of tastes are not only accepted by American customers, but also adopted by consumers in other countries. For instance, in the initial impression, Chinese people prefer tea rather than coffee; however, the products of Starbucks are very popular in China because more Chinese customers’ tastes are not confined to tea, and most of the new generation is more willing to try coffee. In essence, Starbucks took this advantage and challenge in the Chinese market, and its business successfully developed and its products are also