One of the Paradoxes Global Marketers Must Address Is That

question 2

Essay

One of the paradoxes global marketers must address is that of rich versus poor. With paradoxes there are both opportunities and challenges. What are some of the challenges marketers must address in working to satisfy needs of each?

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Definitions:

Elaboration Likelihood Model

A theory explaining how people might change their attitudes in two ways, either through deep, thoughtful consideration of arguments (central route) or through superficial cues (peripheral route).

Central Route

In persuasion theory, the central route to persuasion involves deeply processing the content of the message, focusing on the argument's quality and logic.

Peripheral Route

A method of persuasion that relies on superficial cues rather than logical arguments, often affecting attitudes without deep processing.

Social Role

The part individuals play as members of a social group, with each role being defined by expected behaviors and responsibilities.