Theodore Levitt wrote a book titled The Marketing Imagination. In the book, Levitt argues that consumers in the world over are becoming very similar in their wants and behaviours. Levitt asserts marketers should standardize their marketing strategies and activities in order to benefit from economies of scale. Levitt is encouraging marketers to adopt a________ marketing strategy.

Question

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Levitt is advocating for a global marketing strategy, which involves standardizing marketing strategies and activities across different markets to benefit from economies of scale. This is different from a multidomestic marketing strategy, which involves customizing marketing strategies and activities for each individual market. A multinational marketing strategy involves adapting marketing strategies and activities to fit the cultural and societal norms of each market and a customized marketing strategy involves tailoring marketing strategies and activities to each individual customer or group of customers.

Theodore Levitt Wrote a Book Titled the Marketing Imagination