What is Cultural Customization?

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Assignment 2 – What is Cultural Customization?
Due Sun Dec 2 @ 8:59 pm PST
Assignment Overview:
When we combine the concept of culture with an understanding of cultural context this forms
the basis for what we are analyzing this week: cultural customization. For this Assignment you
will investigate and analyze what is meant by cultural customization and explain how this
process is applied to enhance Internet Marketing effectiveness.
Assignment Instructions
For this Assignment you should generate an MS word document (12-point font, double spaced)
that engages the objectives outlined below. The overall length of this assignment should be 2 –
4 pages (not including the references page). Be sure to include at least two APA style citations
from this week’s readings into your assignment and be sure they are listed in an APA style
references section at the end of your document.
•
Construct an introductory section that defines cultural customization and briefly
explains why this process is significant to Internet Marketing strategy. Also, be sure to
clarify how cultural customization is different from translation and what is meant by
“culture and perception”. This section should be 1-3 paragraphs with a 250-word
maximum.
•
Generate a section that uses color as an example of a cultural variable that should
impact Internet Marketing strategy by affecting web site design and promotional
content. This section should be 1-2 paragraphs with a 200-word maximum.
•
Construct a concluding paragraph that analyzes the importance of cultural
customization to a specific marketing context and target audience. Be sure to address
how cultural customization tactics should vary based on whether you are targeting a
local, regional, or national consumer base. Construct a paragraph no less than five
sentences and no more than seven sentences (200 words maximum) to engage this
objective.
CSW Assignment 2 Rubric
Criteria
Content &
Critical
Thinking
Superior
A (90-100)
Offers superior
response to all
assignment 3
questions.
Demonstrates
sophisticated
thinking.
There is
complexity and
thought to points
of view.
Understands and
critically
evaluates
sources.
Superior
explanation of
how cultural
customization
should
accommodate
the perception of
a specific target
audience and be
relative to a
specific
geographic and
cultural context.
Superior analysis
of color as an
example of a
cultural variable
that impacts
consumer
perception and
customized
online content.
Below Average
D (70-72)
Failing
F (69 & below)
Does not have a
clear central idea
Above Average
B (80-89)
Average
C (73-79)
Meets assignment
objectives clearly
and completely.
Adequate. Ideas
presented in
general terms.
Ideas are stated
clearly, but lack
full development.
Uses generic
clichés to support
ideas.
Does not respond
to assignment’s
direction.
Ideas are clearly
communicated
throughout
Complexity and
other views are
not present.
Ideas are too
vague or obvious
to be developed.
Sources are used,
but not evaluated
critically.
Only basic
comprehension
is demonstrated
and may not be
logical.
Sources are
misused or not
used at all.
Resources may
not include in-text
citations or may
not be listed in a
references
section.
Above average
explanation of
how cultural
customization
should
accommodate the
perception of a
specific target
audience and be
relative to a
specific
geographic and
cultural context.
Above average
analysis of color
as an example of
a cultural variable
that impacts
consumer
perception and
customized online
content.
Resources may
not include intext citations or
may not be listed
in a references
section.
Average
explanation of
how cultural
customization
should
accommodate
the perception of
a specific target
audience and be
relative to a
specific
geographic and
cultural context.
Average analysis
of color as an
example of a
cultural variable
that impacts
consumer
perception and
customized
online content.
Below average
explanation of
how cultural
customization
should
accommodate the
perception of a
specific target
audience and be
relative to a
specific
geographic and
cultural context.
Below average
analysis of color
as an example of
a cultural variable
that impacts
consumer
perception and
customized online
content.
Organization &
Coherence
Structure is
logically based
on direction of
assignment.
Ideas are
generally
presented in a
logical way.
Ideas presented
randomly,
without logical
structure.
Random flow,
lacks paragraph
cohesion
All sections from
directions are
included.
Good transitional
techniques are
used between
thoughts.
Transitions used,
but in sequential
order rather than
logic based.
Few/no transition
& paragraphs not
related to
objectives.
Some logic may
be faulty, but each
paragraph clearly
relates to the
author’s objective.
Paragraphs
contain fuzzy
logic and may be
general.
Sentences within
paragraphs may
lack coherence.
Formatting and
length
requirements are
met.
Sophisticated
transitions
between
thoughts.
The reader is
easily guided
through the
author’s thought
process.
Support &
Citations
(If applicable)
Uses a variety of
sound evidence
appropriately and
effectively.
All sources are
properly cited
and referenced.
Written or Nonwritten
Grammar &
Mechanics
Almost entirely
free of errors.
Grammatical
errors may lead
to point
deductions.
All sections from
directions are
included in
submission.
Formatting and
length
requirements are
met.
Uses evidence to
support points.
Provides some
relevance to the
paper’s main idea.
Sentence
structure may
deter from
meaning.
At least one
section from the
instructions is
absent.
Generalizations
are used to
support author’s
objective.
Absent or
incorrectly
formatted in-text
citations.
Citations are
incorrectly
formatted, not
relevant, or do
not augment
analysis.
Contains a few
errors, which may
distract the
audience, but
does not impede
understanding.
Errors tend to
confuse and
distract the
audience, but do
not hinder overall
understanding.
Grammatical
errors lead to
point deductions.
Grammatical
errors lead to
point deductions
of up to 20
points.
Irrelevant details.
Little or no
evidence is used
to support ideas.
Lack of in-text
citations.
Contains so many
errors that the
audience
becomes
disengaged and
understanding is
lost.
Grammatical
errors lead to
point deductions
of up to 20 points.

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