International companies must decide how much to adapt their marketing strategy to local conditions. Identify and explain the two strategies companies can use
What will be an ideal response?
A company foraying into the international market can choose between a standardized marketing program and an adapted marketing program. In the standardized marketing mix, no changes are made to the marketing mix when entering foreign countries. At the other end is the adapted marketing mix, where the producer adjusts the marketing program to each target market.
You might also like to view...
Which of the following is a popular program used to index and store evidence?
a. CaseCentral b. IDEA c. TANZAN d. SQL
Which of the following is NOT among Kotler's 4 Cs?
A) customer value B) cost C) credit D) communication E) convenience
Studies of IT projects reveal that:
A) Initial cost estimates are overrun by an average of 15%. B) Over 66% of IT projects were delivered to customers but not used. C) About 25% of all IT projects become runaways by overshooting budgets and timetables. D) Up to 75% of software projects are cancelled.
As a general rule, ________ seems to work best when the consumer target market for the product is alike across countries and cultures - that is, consumers share the same desires, needs, and use for the product.
A. product integration B. product adaptation C. product invention D. product customization E. product extension