The idea that a marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local is referred to as _____.

Question

BlackTom AI · Accepted Answer

The question asks about a concept describing a marketing strategy that is global in scope but implemented through local tactics.
Option 1: enculturation. This term refers to the process of learning and adopting the norms and behaviors of one's own culture, not about applying a global strategy locally. It is thus not a fit for the described scenario.
Option 2: glocalization. This term combines global and local approaches, capturing the idea that a strategy can be global while the tactics are locally adapted and implemented to fit local markets. It directly matches the concept described in the question.
Option 3: acculturation. Acculturation involves the cultural change that results when different cultures come into contact, typically focusing on individuals or groups adopting aspects of another culture. It does not specifically address global strategy versus local tactics in marketing.
Option 4: adaptation. While adaptation is a broad term that can describe adjusting to local conditions, it is not the standard term used to describe the global-vs-local approach in strategic marketing. It lacks the explicit connotation of integrating global strategy with local execution.
Option 5: acclimatization. This is about physiological or environmental adjustment to new conditions, such as climate, rather than corporate strategy or marketing implementation, making it irrelevant to the context.
In summary, the concept that precisely captures a globally conceived strategy implemented through locally tailored tactics is glocalization, whereas the other terms describe different processes that do not fit this marketing context.

MKTG-2910-2 CB quiz 9

The idea that a marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local is referred to as _____.

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