Standardization And Adaptation Of International Marketing

It was in the Fordism era in the early 19th century where standardization was the most widely used strategy across the industrialized countries (Johansson, 2000). Henry Ford when he manufactured Ford Car, the company produced only black Ford. Standardization refers a company providing the same identical product across the globe (Keegon, 2002). Most of the time they are considered to be global brands (Johanson, 2000). Some of the example that could be considered global brands is Coca Cola, McDonalds or Amazon. However, they too have some degree of adaptation in taste or price when it comes to marketing in a different market.

For decades till today, the word of “Globalization” has been a controversial topic between the nations. Some people are against and the others are for it. In simple words, the meaning of globalization is the merging of all the world to become a small village, and that is surely will lead to more interaction between the people from different parts of the world.

Standardization, in case of international or multi-national businesses, broadly refers to the process of using the same strategies throughout the business operations in all of the markets. Adaptation, on the other hand, refers to the strategy of fine tuning the brand methods of a business and customizing them to suit each of the markets.

A firm 's international marketing program must generally be modified and adapted to foreign markets. This international marketing program uses strategies to accomplish its marketing goals. Within each foreign nation, the firm is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. It is important that in international marketing, product, pricing, distribution and promotional strategies be adapted accordingly. In order for an international firm to function properly, cultural, social, economic, and legal forces within the country must be clearly understood.

Globalization may be defined as the integration of the world 's people, firms and government. In the modern context, globalization is usually the result of closer ties in international trade, known as bilateral trade agreements. The WTO and NAFTA are two examples of such bilateral trade agreements. With such agreements, cross-country investment increases. This increase in investment is aided by the increase in information technology and communications, which has undergone a significant advancement over the last two decades with the rise of the Internet and mobile telephony (Green, 2013). It is important to the business to expand; global expansion and globalization would a positive business decision to complete in this process due to the strategic goals and objectives the company possesses. Healthy growth can be accomplished by globalization of specific areas selected and determined through research of market and development of these areas outlined within.

Doing business in such different countries ask you to be flexible and need to be able to adapt quickly to the local demand and cultural differences. Your strategy has to be adapted to the ethical standards, cultural norms, but also the way the business is going locally. In others world, the company has to localize its distribution and marketing strategy to the requirements of the local market.

Firstly standardization ensure compatibility between products and their complements (other products used with them). Example- PCs with software. The economic benefits here is reducing the products

After reading the "Direct Mail" article posted in our course, discuss three things you learned related to online giving trends of donors from different generations.

Globalization is a unique process which has resulted in the linking of different national economies and local cultures into one global system and significant intensification of worldwide social relations. Development in transportation and infrastructure, as well as technological advancement promoted global interconnectedness and interdependence, having removed the barriers separating the world. Globalization is a fairly recent phenomenon, and as Fichtelberg pointed out, it affects virtually everyone almost everywhere. (Fichtelberg, 2008, p. 3) People all over the world are absorbing aspects of other cultures and lifestyles, through sharing of ideas, food, and entertainment. Globalization intertwined local and global, local neighborhoods are being influenced by world money and commodity markets, operating at an indefinite distance away from that neighborhood itself. (Franko, 2013, p. 3)

Cultural influences are the most difficult and essential modifications confronting international marketers. Marketers are confronted with different attitudes, lifestyles, beliefs, languages 'all of which will affect the implementation of the marketing mix.

To embark with, it will bring uniformity in all the things either they are liked or preferred by people, but still, it will ruin the trait of innovation among expertise. In addition to it, people may adopt worse aspects of other cultures to quote an example- junk food, which is a part of western culture but followed by our country the most whereas it is not a healthy option. Apart from it, while running after other country’s lifestyle, people get away from their own roots and tradition that leads to disappearance of our own culture. Last but not least, as people use common brands, latter is getting monopoly over the market like Gucci or Vero

The debate of international advertising for global brand between standardization strategy and adaption strategy has existed for the last few decades. Nowadays, many famous brands want to expand their market over the world, thus become global brands due to the development of globalization and technology. Many brands already successfully become global brands through right advertising strategy. In the process of advertising, the global brands need to create a consistent image and deliver their unique message to target markets. Therefore, the advertising way and content of Global brands is essential to achieve this goal. As a result of this, standardization or adaption adverting strategy is an important decision of international marketing and really essential to the success of global brands.

Globalization is the buzzword of today. Globalization means bringing the world together, making the world interactive and effective. The economies of the world are being increasingly integrated. It is very debatable issue since it affects every single human being in this earth and plays a major role in every second and in every issue of the entire universe. Mobile phones and Internet have brought people closer. The world is becoming a smaller place. It brings the local market and the global market in a bond which creates new ideas and thoughts to both the market. Goods, which were once confined to western countries, are available across the globe. Work can be outsourced to any part of the world that has an Internet connection.

Czinkota et al. (2014) concisely define international marketing as the “process of planning and conducting transactions across national borders to create exchanges that satisfy the

The rapid ascent of globalization and internationalization on the world business stage has ushered in an era of standardization in most industries of the world markets. This is an attempt to provide an apple to apples scenario for business leaders in transactions. Recent