Chapter 2, Problem 10QA

Summary Introduction

To explain:The ways in which a firm can standardize or localize its marketing mix.

Introduction: Standardization of marketing refers to the ability to use the standard marketing globally. Standardization is the company’s capability to use the same marketing strategy to a number of countries at once. Localization refers to understanding local consumer preferences and specific requirements and using that information to adapting the marketing mx according to it.