When considering the marketing mix in international marketing, advocates of ________ would be most likely to focus on the similarities among cultures and argue that basic needs and wants are the same everywhere.

Question

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Advocates of standardization would argue that basic needs and wants are the same everywhere, and therefore, the marketing mix can be standardized across different countries or cultures. This approach assumes that cultural differences can be overlooked or are not significant enough to impact marketing strategy.

When Considering the Marketing Mix in International Marketing, Advocates of ________