Standardization & Adaptation

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

David J. and John F. 2009, Foundations of marketing, 3rd ed., McGraw-Hill higher Education,5: 120-122

| Arpit Minhas, Tim Gaugler, Christopher ScwartzRetailing –Marketing 327 Fall 2015 – Dr. Denise T. Ogden

The impact of national cultures on marketing practices has been such that it brought about the creation of an academic field, with as a lead-researcher, Geert. Hofstede, on whose writings I have based my analysis.

Denizci, B. & Xiang, L. (2009). Linking marketing efforts to financial outcome: an exploratory study in tourism and hospitality contexts. Journal of Hospitality

First part is describing us a title, where the neediness of appropriate marketing is described. Also here is shown some problems which companies may face, such as insufficient customers engagement, because as all human beings are quickly getting used to a particular product, and they are very hard to convince to use alternative one. In the “evolution” part Authors shows us how the technological progress

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

This dissertation is submitted in partial fulfillment of the requirements for the Degree in Marketing Practice

Marketing has evolved through a change in production and consumption due to the advent of new technology (Ranchhod, 2004). The development of technology has also driven the globalisation of communication. During this period, consumers are facing a variety of choices (Jackson and Shaw, 2009). Thus, companies need to actively embrace these changing factors to grow their business and succeed in the marketplace.

Armstrong, Gary and Kotler, Philip 2011, Marketing: an introduction, 10th edition (pp. 50-51), Pearson Prentice Hall, USA.

real potential gains to consider when contemplating to standardize the marketing mix elements. Supporters of standardization believe that consumers’ needs, wants and requirements do not vary across various markets and countries. They believe that the world is becoming increasingly more similar in both environmental and customer requirements, and no matter where they are consumers have the same demands. As they argue, standardization of the

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

Each orientation utilizes standardization or adaptation, or both, in its DNA. Ethnocentrism uses standardization, polycentrism uses adaptation, and geocentricism exercises both standardization and adaptation. How does standardization and adaptation affect the marketing mix? A comparison of the dichotomies is illustrated.

When a brand is creating marketing strategy it is very important that they understand and take into account the cultural factors inherent to each market or situation and adapt the product. This plays a major role in the perception, habits, behavior or expectations of the consumers. Specifically take into account for brands in markets such as savory snacks, soda pop and alcoholic beverages. Usage and consumptions are not the same in all areas of the world.