Firms Must Decide If It Is Preferable to Use a Standardization

question 9

Multiple Choice

Firms must decide if it is preferable to use a Standardization versus Localization-Adaptation approach. Considerations supporting a Localization-Adaptation approach are:

• A) Customer segments in many countries still have differing preferences across marketing mix variables.
• B) Some products are expensive to develop, produce and have learning curve issues.
• C) Companies using a standardized approach can gain economies of scale in both production and marketing when customer segments have converging preferences.
• D) It is the optimal strategy to have only one standard product and standard marketing mix.
• E) Customers insist on value pricing for a basic product without costly "extras."

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