Standardization and Adaptation of International Marketing
16.2 Understand standardization and adaptation of international marketing.
In addition to guiding targeting and positioning, a global marketing strategy also clarifies the degree to which the firm’s marketing program should vary between different foreign markets. Adaptation refers to modifying one or more elements of the firm’s international marketing program to accommodate specific customer requirements in a particular market. Standardization refers to making the marketing program elements uniform with a view to targeting entire regions, or even the global marketplace, with the same product or service.
In the center of Exhibit 16.1, we identify the key elements of the marketing program ...
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