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Global marekting and ethics

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Its Lexus division for selling high priced luxury cars to high income consumers while selling its entry level model like Toyota Corolla to lower income consumers. In many cases the firms may have to adopt unique mix in their marketing strategies in order to appeal purchasing behavior of a certain segment in a certain region. Management studies have revealed that African-Brazilian market is completely different from African-American market –the causal factor being the differences in social norms. In another example it was seen that group of people in China aged 45-55 who had few parallels in other countries during 1960s and 1970s were highly sensitive to price change and produced negative attitude towards entry of new products (Hill, n. So the firms had to rethink and formulate their marketing strategy mix in order to find a solution. Gender bias can also be regarded as a strategic factor in the global automobile industry. In the American society, in the automobile industry initially there was a trend in mixed workforce (both male and female) but gradually that trend changed and focus was diverted towards male dominance in the workforce and the famous Ford Company were in favor of this policy and promoted the same and gained unparalleled success. From table 1 (appendix), it can be seen that percentage women employment in Ford Company gradually declined (Robertson, 1999).Religion also acts a chief driving force in global marketing paradigm. In United States of America, there is predominance of small groups and they have deep belief in spirituality. There is no certain rigorous rigidity in joining different religious group only following few simple rules and some informal meetings (generally couple of months in that religious group) will suffice. These small religious groups rather behave like product lines. The automobile industry in America would have long been defalcating if they continued to produce only family sedans. The automobile industry strives on diversified products like sports cars, minivans, pickups, SUVs which have maintained customers’ interests and helped in achieving success in business (Wuthnow, 1996).One of the important cultural parameters responsible for varying market conditions can be attributed to general “values” attached to different geographical boundaries. Considering the Indian market it can be considered that it is a society predominated by middle classes. Social taboos and prejudices have been a long prevailing
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