International companies must decide on how much to adapt their marketing strategy to local conditions. At one extreme are companies that use a globally standardized marketing program worldwide. Which of the following options promises the lowest cost?

Question

Quizplus · Accepted Answer

Standardization of the product, communication, and distribution channels promises the lowest cost because it eliminates the need for developing multiple versions of a product or creating multiple marketing campaigns. Additionally, it allows for economies of scale in production and distribution, which can result in cost savings.

International Companies Must Decide on How Much to Adapt Their