M07 MKT Assessment Information Assignment

COURSEWORK 1- Critical Essay 

Weighting: 50%

Word-Count: 3,000 words (10% above or below)

1. Remember to use relevant theory and examples to support your answer - without references to relevant journal articles, you will struggle to achieve the higher grades.
2. Books and journal articles are preferred to website references, although the latter may be included where appropriate (do NOT use Wikipedia as a reference)
3. Essays must be correctly referenced according to the Harvard system of citation
4. Essays must be double-line spaced and justified throughout. Quotes must be indented where appropriate

 TASK: 

Provide a critique of Levitt's statement below utilizing relevant theory and examples. 

“Everyone in the increasingly homogenized world market wants products and features that everybody else wants… Different cultural preferences, national tastes and standards are vestiges of the past”

(Theodore Levitt, 1983)

Additional information and things to think about:

1. What does Levitt mean by ‘vestiges of the past’?
2. Is there any truth behind Levitt’s assertion about the nature of the ‘world market’, or is this merely nothing more than a simplistic overview?
3. Remember to think carefully and critically about what we have discussed (and will continue to discuss) in the lectures about the nature of consumers and the importance of context (political, economic, cultural and legal sociological impacts).

Know about Consumer Behavior.

Coursework Briefing

 Coursework 1 – CRITICAL ESSAY

“Everyone in the increasingly homogenized world market wants products and features that everybody else wants… Different cultural preferences, national tastes and standards are vestiges of the past”

 The focus should be on this part of the quote – ‘Different cultural preferences, national tastes and standards are vestiges of the past’.

                               

* The focus of your work should be ‘consumer culture’. You need to utilise international examples to showcase the importance of culture and argue the case for the importance of P.E.S.C

* The readings I am sending you all via Moodle are to help you with this assignment. Seminar readings! Use them as a starting point (seek out additional references from those papers)

* Think about the standardisation/adaptation debates in marketing theory. Does ‘one size fit all’?

* Minimum of 15 ACADEMIC references