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.

Question

Quizplus · Accepted Answer

The concept of standardization in international marketing emphasizes the similarities in customer needs and wants across different cultures and markets. Advocates of standardization argue that companies can use the same marketing mix, including product, price, promotion, and place, in multiple countries to achieve cost savings, economies of scale, and global brand recognition. This strategy assumes that consumers in different countries have similar preferences, behaviors, and buying patterns, and therefore, a uniform approach to marketing is more efficient and effective than adapting to local differences.

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