Citronel's Chief Operating Officer thinks that the company should adopt a standardized marketing approach throughout the world. Which of the following, if True, would strengthen her position?
A) Long production runs of the same items would allow the company to save money.
B) Different cultures vary in how they perceive French clothing.
C) The company has had only limited success establishing a consistent marketing strategy throughout France.
D) The company will have strong competition from various brands throughout the world.
E) The company has a substantial marketing budget.

Question

Quizplus · Accepted Answer

A) Standardizing its marketing to different parts of the world would allow the company to sell the same clothes throughout the world, and if this saves the company money, it would be a sound strategy. If French clothing is perceived differently in various places in the world (Choice B), Citronel's marketing would need to be adjusted for that. Choice C: If Citronel is having trouble coming up with a consistent marketing strategy in France, it's likely to face an even greater challenge developing a standardized marketing strategy worldwide. And even if the strategy succeeded in France, there's no guarantee that it would work as well in other countries. Choice D would weaken the case for a standardized marketing strategy, because Citronel would probably need to customize its marketing to compete with various brands in different countries. Choice E would mean that the company could probably afford a customized marketing approach, so it does not strengthen the case for a standardized marketing approach.

Citronel's Chief Operating Officer Thinks That the Company Should Adopt