Standardization and Adaptation of International Marketing Mix Activities: A Case Study Ali Ekber Akgüna, Halit Keskinb, Hayat Ayarc, c a,b,c Gebze Institute of Technology, Kocael i, … (Roger, 1995). This is an opposite approach to an adaptation strategy, under which multinational companies differentiate their product and … The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the Online publication date: 1-Sep-2014. Cons Global marketing standardization is not sensible in all cases. MARKETING MIX ACROSS CULTURES: STANDARDIZATION OR ADAPTATION Case: Binh Quoi Tourist Village’s wedding services to French and Japanese markets LAHTI UNIVERSITY OF APPLIED SCIENCES Degree Program in Why is standardization adopted in International Marketing? Global marketing mix strategy - is based on the assumption that on the international market there is so called global consumer with similar needs and preferences. They have fostered a homogenization of tastes, needs, and values in a significant segment of the population. Standardization marketing strategy is typically applied to discussion of global businesses and means to market a solution with uniform consistency throughout the marketing mix. an international marketing strategy for using basically the same marketing strategy and mix in all the company‟s international markets (Armstrong & Kotler, 2008). mance across Western markets. Coca Cola for example, Customisation is an international marketing strategy based on the idea that due to culture and other differences within countries, marketing should be tailored specifically to a country. If people use your products differently or if your brand message doesn't work everywhere, you need to be flexible. When you are in the process of selecting the target markets, the marketing mix decisions must be evaluated. Procedia - Social and Behavioral Sciences 150, 609-618. This paper examines the factors behind the standardization or adaptation of global marketing strategies adopted by EMFs for There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets.There are numerous factors to consider, along with pros and cons of both marketing plans.While standardization is equated with brand consistency, lower advertising costs, and overall synergy, adaptation is often required to address cultural differences for … But there are situations where this product standardization … 2) Reason for Application Almost every international company takes into account (in higher or lower level), regional or local conditions which are typical to the differentiation. This means the marketing mix of a product will Definition Product adaptation is the modification or changing the features of a product to reach new customers or new markets. Difference # Product standardization: Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. The features of a product are kept identical as far as possible, which might be difficult if the product is marketed internationally but is easy to achieve locally. Journal of Marketing Management: Vol. Jorma Larimo, Antonella Zucchella, Minnie Kontkanen, Birgit Hagen, Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets, Advances in Global Marketing, 10.1007/978-3-319-61385-7, (2018). Adaptation or Standardisation in the world marketing field. It may also include manufacturing a new product with basis of customizations of a product already in existence. The debate concerning the standardization or adaptation of the marketing mix in different markets has been object of many studies (see, for example, Levitt, 1983, 1986; Quelch & Hoff, 1986; Sorenson & Wiechmann, 1975; Vrontis & Kitchen, 2005; Vrontis & Papasolomou, 2005). Adapting the Brand Message International markets will likely have differences in language and culture, which means companies should adapt their brand's message to resonate with the local consumers. Using this approach, on foreign markets companies apply identical marketing instruments and their combinations, there is no different instruments adapted for social and cultural environment in those countries, This lesson considers the basics of pricing for international marketing. Adaptation allows a company to individualize its marketing strategies and optimize itself for success in international markets. N the international marketing literature, the desirability of pur-suing a strategy of standardization of marketing mix and other competitive strategy variables across national markets versus adaptation Companies should apply the four basic marketing instruments (4P 5) in the same way world wide and ignore national specialties in individuals markets. Adapting the marketing mix for International markets is an important International marketing strategy. Socializing forces prevailing worldwide are similar. Conceptually, standardization of one or more parts of the marketing program is a function of five factors identified in Figure 1. adaptation of the marketing mix in export markets. It is a necessity for certain kinds of technology and construction materials. Individually and collectively these factors affect standardization differently in dif-ferent decision areas. A survey of over 500 export "The Journal of Marketing"; Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation; David M. Szymanski et al; 1993 Writer Bio Alan Valdez started his career reviewing video games for an obscure California retailer in 2003 and has been writing weekly articles on science and technology for Grupo Reforma since 2006. Marketing mix standardization, to at least some degree, is often a component of such operating models. 19, Marketing to … (2014) Standardization and Adaptation of International Marketing Mix Activities: A Case Study. Standardizing many parts of a marketing mix is beneficial, but there are certain areas where modification will yield the best results. International marketing is defined as the process of management responsibility satisfying the customer requirements. For decades a key debate in international marketing has been the question of whether This article will help you to differentiate between Product Standardization and Product Adaptation. in a significant segment of the population. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. The debate is about Standardisation Vs Adaptation … Product standardization relies on using the same basic template across markets. 1.1.0 Company Background Coca-Cola Company is the well known and world’s leading 1. must be evaluated. International Marketing Adaptation versus Standardisation of Multinational Companies (Roger, 1995). Google's Marketing Mix Google Inc. is a multinational technology company offering Internet-based services, including software, cloud computing, and search (Google Inc., 2016). International Marketing and Price How should we set prices for international markets? Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. markets requires a closer examination of their international marketing strategies (including branding). They are under enormous pressure to keep their stockholders happy. In order to achieve a working model of international marketing, standardization and adaptation International Marketing Mix The Ninja Corporation's business has increased dramatically each year. Elements for market mix decisions in International marketing include Product planning, Price planning, Distribution planning and Promotion planning etc. (2003). The report is consisting of four aspects which covered company profile, marketing mix, marketing plan, and implementation and control. These contradictory findings in the literature alone show, that the statement “Standardization in International Marketing strategy is doomed to failure” cannot be easily agreed with. 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