Learning Objectives:
1. Understand standardization and adaptation of international marketing.
2. Describe the elements of the marketing mix as they relate to international markets, needs, and wants.
Directions:
The marketing mix must be adapted to accommodate national differences arising from customer preferences and each market’s economic, legal, climate and cultural environment.
Think about the following products:
• Packaged flour
• Swimsuits
• Automobiles
Describe how a firm should adapt the marketing mix for each of those products in the following countries:
• Mexico
• Germany
• Saudi Arabia
Make emphasis in which elements of the marketing mix (4Ps) must be adapted and which could be standardized
