Global marketing and advertising

Global Marketing Mix and
Internationalization Process
Factors Favoring Adaptation

 Cultural differences

 Consumer preferences
 Legal requirements
Standardization vs. Adaptation in Marketing

 Standardization: using the same marketing
strategy across different markets

 Adaptation: modifying the marketing strategy
to suit local markets
Motivation for Standardization and Adaptation

 Cost reduction
 Efficiency

 Consistency
 Leveraging global economies of scale
Standardization and Adaptation in the Context of
French Cakes

 Product adaptation (e.g., flavors, packaging)
 Promotion adaptation (e.g., advertising, pricing)

 Distribution adaptation (e.g., retail channels,
logistics)