Marketing and Consumer Taste
Harvard professor Theodore Levitt argued in a 1983 article that the tastes of global consumers are converging and becoming standardized and homogeneous and stated that companies should market the same products in the same ways in all countries. Suppose that the product preferences of cultures and people around the world actually do continue to converge. Identify two products that will likely be affected and two products that will likely not be affected by this convergence. For each product how will the changes influence the marketing manager's job?