When considering the Four Ps in international marketing,advocates of ________ focus on the similarities among cultures and argue that basic needs and wants are the same everywhere.

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Standardization advocates believe that basic needs and wants are the same everywhere, and therefore, companies should use the same marketing mix (product, price, place, and promotion) in all markets to achieve economies of scale and save costs. Localization advocates, on the other hand, emphasize the differences among cultures and argue that companies should adapt their marketing mix to suit each market's specific preferences and characteristics. Nationalization refers to a government taking control of a company or industry, while expropriation is the government taking private property without compensation. Ethnocentricism is the belief that one's culture is superior to others.

When Considering the Four Ps in International Marketing,advocates of ________