In Spite of the Advantages of Global Standardization, Many Firms

question 21

Multiple Choice

In spite of the advantages of global standardization, many firms find it necessary to:

• A) use the domestic marketing mix overseas.
• B) modify the present mix or develop a new one for overseas markets.
• C) use different marketing mixes overseas, to save money.
• D) two of the above.
• E) all of A, B, and C.

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Definitions:

Acculturation

The process by which a person or group from one culture comes to adopt the practices and values of another culture while still maintaining their own cultural identity.

Assimilation

The process by which individuals or groups adopt the customs and attitudes of another culture, often losing aspects of their original culture in the process.

Individualization

The process or practice of treating each person as unique, with their own set of characteristics, needs, and preferences.

Mediator Role

A neutral position assumed by a third party to help conflicting parties find a mutually acceptable solution.