Listening For and against globalization

1. Before you listen, match the words below with their definitions.

1.	issues	a)	money paid by the government to people in need, for example, the unemployed
2.	infrastructure	b)	important subjects that people discuss
3.	flight of capital	c)	basic facilities and services of a country, for example, water, power, roads
4.	welfare benefits	d)	the ability of a business to make money
5.	profitability	e)	a movement of large sums of money out of a country

B.♫ Globalization 1.1, 1.2.

Listen to the interview with Stephen Haseler, Professor of Government (London Guildhall University) and answer the question:

Is he generally in favour of globalization or against it?

C.♫ Globalization 1.1, 1.2.

Listen again and fill in the gaps.

Companies and firms have to be 1___________ and have to 2________ so that the compete in a global market.

And so it takes out of the hands of government the ability to 3______ their own welfare systems and 4_______ a decent infrastructure for their people.

They can now dictate to governments and I want to see some kind of 5_________ between governments and corporations.

As companies want to improve their profitability, they’re going to be looking for 6______, 7________centres.

3. According to the Interview, make a list of advantages and disadvantages of globalization. Do you agree with Stephen Haseler? Why? Why not? Add some points.

Advantages	Disadvantages

Grammar

Talking about the future.

G We can use different verb forms to talk about the future.

1. We use going to to talk about what we intend to do and have already decided to do: We're going to launch our new product in January.

2. We use ‘ll to talk about something we have decided to do at the time of speaking: 'The photocopier's broken.' I'll call the engineer.'

3. We use the present continuous tense to talk about a fixed arrangement: I'm meeting our agent next week.

4. We use the present simple tense to talk about a timetable or programme: The flight leaves at 2pm tomorrow.

1. Complete the sentences with the correct forms (will, going to, the present continuous, or the present simple) of the verbs in brackets.

1. The marketing department ….. (launch) the new campaign this spring.

2. We ……. (start) the visit with a tour of the Indonesian factory.

3. I ……. (forward) the report to you by email.

4. There is no doubt in my mind. We ….. (succeed).

5. We ……. (target) a new customer profile.

2. Work in pairs. Add comments to the sentences below.

Use will, going to, the present continuous, or the present simple.

1. I'm sorry, I can't attend the sales meeting tomorrow...

2. We've decided how to cut costs next year...

3. The line's engaged ...

4. Don't worry if you can't drive me to the airport

5. I've got the details about your flight to Turkey...

6. Oh no, The computers have crashed again ...

7. I've made up my mind ...

8. Oh John, you asked me about the time of your presentation tomorrow ...

Reading

Glocalization

1. Read the article.

Glocalization

One of the biggest implications of globalization for companies seeking to expand to foreign shores is the task of balancing standardization with customization. When some of the world’s biggest brands expand beyond their home markets, they are tempted to repeat their tried and tested formula in the new market as well. In fact this has been the path followed by many brands. The assumption in such a case is that customers would be too eager to consume the great brand because of its authenticity, heritage and associations. But this tendency is gradually changing as global companies are learning about the unique needs of the customers in different market along with the pressures of lifestyle, economic and cultural conditions.

A

Glocalization is a combination of the words "globalization" and "localiza­tion" used to describe a product or service that is developed and distrib­uted globally, but is also fashioned to accommodate the user or consumer in a local market. This means that the product or service may be tailored to conform with local laws, customs or consumer preferences. Products or services that are effectively "glocalized" are, by definition, going to be of much greater interest to the end user.

case in point is the success of global brands in the Indian market. One of the booming economies in Asia, India offers tremendous opportunities to global companies. A brief look at the Indian landscape would prove why – an estimated 1.2 million affluent households that is expanding at 20% a year, 40 million middle income households growing at 10% a year, more than 110 million households with earnings of US$7,500 to US$20,000 and more than 70% of the population below the age of 36. It is no wonder then, that global brands are making a bee line to the Indian market to grab a share of the growing pie.

In spite of the booming economy and the increasing disposable income, Indian consumers are very cautious and clear in their priorities. Consumers are still not ready to splurge on branded goods at premium prices. Added to this there is a growing number of Indian brands that offer superior quality at affordable prices. In such a scenario, global brands can win only if they attune themselves to the local conditions.

U nilever is a classic example of a global brand which has pioneered serving the locals with products that address the local sensitivities. Unilever’s Indian subsidiary Hindustan Lever Limited (HLL) has been the leader in recognizing the tremendous opportunity lying at the bottom of the pyramid – customer base that aspires to consume products but in smaller quantities and at lesser prices. HLL invented the shampoo sachets – small plastic packets of shampoo for as less as USD 0.022. This became such a rage among the rural consumers that many other brands started offering products such as detergent, coffee and tea powder, coconut oil and tooth paste in sachets.

Another example is of global mobile brand Nokia. Nokia also recognized the growing importance of rural customers in the Indian mobile telephone market which grew from a mere 300,000 subscribers in 1996 to a whopping 55 million subscribers in 2004. Nokia introduced its dust-resistant keypad, antislip grip and an inbuilt flash light. These features appealed to a specific target of truck drivers initially and then to a broader segment of rural consumers. These features endeared Nokia to the Indian consumer as Nokia displayed a genuine commitment in responding to local customer needs.

These examples clearly endorse the glocalization route to winning customers in diverse markets. Glocalization – maintaining the brand logo, the key message and the underlying philosophy and localizing the brand elements to offer customers an authentic local feel – is increasingly becoming the preferred business model for global brands.

_________________________________________________________________________

Notes

Dust-resistant keypad ­– a keyboard that is sealed, so that grit particles are not able to become lodged beneath the keys;

antislip grip – grip, that will keep your phone, smart phone, iphone, pod or other expensive gadget from sliding and damage (watch the video at http://www.youtube.com/watch?v=WpLr_1uMMKc);

inbuilt flash light – designed with the camera as an integrated system so it produces perfectly exposed pictures. It is used in mobile phones, smart phones, iphones.

B. Give the definitions to the words and expressions from the article below.

1. making a bee line

2. to grab a share

3. discerning customers

4. brand

5. consumers

C. Decide whether the following statements are true or false.

1. Global brands are successful in the Indian market.

2. Indian customers aspire to consume goods in more quantities but at lower prices.

3. Glocalization is synonymous to internationalization.

4. Small features introduced to a global product may appeal to local customers' needs.

5. Using glocalizing marketing strategies contributes to commercial effect.

6. Global brands tend to apply to glocalizing strategy but that makes the oblivious to the brand uniqueness.

D. Translate into English.