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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.
