In the international business market field, standardization versus adaptation debate is not new, where thus far researchers have not agreed on which strategy is effective to be adopted in international market. Whereas for adaptation, a company would change their methods such as the price, promotion, packaging and/or the product itself in order to fit … Standardization is very cheap and efficient although it doesn’t have as good a chance of penetrating the new market as adaptation does. Standardization of the conduct of prison police prevents infringement on the proper rights of prisoners. Standardization or standardisation is the process of implementing and developing technical standards based on the consensus of different parties that include firms, users, interest groups, standards organizations and governments. In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. International Marketing A case of McDonalds Maria Doriza Loukakou Nampungwe Beatrice Membe Supervisor : Akbar Khodabandehloo Examiner : Stefan Lagrosen Master’s Thesis in Business Administration 15 ECTS Department of Economics and IT University West Spring term 2012. Product Standardization and Adaptation in International Marketing: A case of McDonalds i Abstract Companies marketing … 21. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Global standardization in marketing is a standardized marketing approach that can be used internationally. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. Marketing Standardization. En savoir plus. Standardization versus adaptation of international marketing strategy: an integrative assessment of the research empirisk To overcome the above polarization, a third group of researchers offer a contingency perspective on the standardization / adaptation debate. Advantages. The opposite of adaptation is standardization. Standardization in Material Management. The drawbacks include potentially alienating consumers, misaligned positioning, Käyttö kaupallisiin tarkoituksiin on kielletty. If people use your products differently or if your brand message doesn't work everywhere, you need to be flexible. Standardization can help maximize compatibility, interoperability, safety, repeatability, or quality.It can also facilitate commoditization of formerly custom processes. For instance, standardization-marketing strategy occurs when there is global recommendation of common product, price, distribution, as well as its promotion (Fatt 1964). Although each element of this process is susceptible to standardization, this can be only one of the strategies adopted by the company. That is why some SMEs … Adaptation vs. The goods which are not standardized, should be bought and sold by inspection. Standardization plays an important role in marketing. Summary of thesis Title: Standardizing or adapting the marketing mix across culture Authors: Ingrid Bernier and Elise Meyer Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration, Marketing Key words: Culture, international marketing, marketing strategies, standardization and adaptation Purpose: Compare two strategies, standardization and adaptation, to … Achetez et téléchargez ebook Standardization in International Marketing strategy: doomed to failure or successful strategy? In determining a strategy for marketing standardization, it appears that type of product (industrial, consumer, high‐tech, culture‐bound), product/market similarity, level of local competitive intensity and ownership control over subsidiaries are most influential. It is the process of establishing standards or units of measure by which extent, quality, quantity, value, performance etc., may be compared and measured. McDonald's, for instance, has been successful selling its western and American cultural appeal in some countries such as Russia, Japan and France. It’s important to create efficient, results-driven marketing and advertising strategy, especially if your product will be sold through multiple channels or internationally. Standardisation in this context relates to, for example, the standardised launch of new products or standardised marketing controlling activities, and seeks to rationalise the general marketing process. Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. 22. Firms following a standardization strategy enter foreign markets using the same ads, packages and presentations that were used in the domestic market. The marketing function of standardization includes (i) the determination of the standards to be established; (ii) grading or dividing of goods into lots according to standards previously established; and (iii) labeling the products or containers in such a way that the grade or quality is evident without further examination. Global marketing is not a synonym for standardization in marketing processes. Standardization is the… This approach can only work best for the firm under certain conditions, the fundamental factor uses a limited budget. Standardization is the process by which a company makes it methods, especially its production processes, uniform/identical throughout its organization. This concept aims at establishment of the brand, cost reduction and offering of products or services to the vast audience (Samiea & Roth, 1992). Research data … Global marketing standardization is not sensible in all cases. This study continues to research the program component aspect by examining all four facets of the marketing mix, described here as product features, brand name, retail outlets, basic advertising message and retail pricing of a single consumer product. Global standardization in marketing is a regularity marketing approach that can be used internationally. Balancing Standardization and Customization on International Websites. Standardization means producing maximum variety of products from the minimum variety of materials, parts, tools and processes. Labeling is an important problem in consumer goods. Through standardization conflict between departments and processes can be eliminated thus encouraging the team work. Standardization should also be performed at the hardware level, independent of the migration itself, to minimize the amount of hardware support needed. A company assumes “one size fits all” strategy and tries to infiltrate foreign markets. (English Edition): Boutique Kindle - Marketing : Amazon.fr The standardization of international advertising is one topic that has been widely debated among practitioners and scholars over the last 50 years (Harris, 1994, p. 13). Standardization . With standardization, however, the products are neither modified nor are the marketing approach changed. Les politiques marketing se sont saisies des valeurs éthiques et d’équité, de problèmes de transparence et de relations producteurs-distributeurs avec, par exemple, le marketing éthique ou le marketing solidaire. The main causes of standardization and adaptation in marketing mix activities is are shown in table 2. The general definition of global standardization is the ability to use standard marketing internationally. de Liessem, Christina: ISBN: 9783656852407 sur … Standardization vs. Customization: Striking the Right Balance (Part 1) ... On the one hand, it’s economical and practical to maintain a completely standardized approach to global marketing—meaning, the customer experience remains the same no matter which market is being served. The main causes of standardization and adaptation in marketing mix activities (Adapted from Nguyen, 2011) 4. Marketing standardization in marketing implies that the products or services offered are homogenous to fit the global market. Standardization versus Adaptation Debate in International Marketing. Bui, Mai. Most research in marketing standardization has concentrated on two favorite parts of the M. Mix, products and advertising. If quantity, size, quality of goods is already known, only price remains to be negotiated. Noté /5: Achetez Standardization in International Marketing strategy: doomed to failure or successful strategy? Objective : to discuss the effect of the standardization construction in surgery clinical teaching process of student nurses. Standardization versus Adaptation Strategy in International Marketing Mix - The case of KFC in Vietnamese market Bui, Mai (2020-05-15) Tweet Katso/ Avaa. It makes selling and buying functions easy and more effective. If the answer is yes, this is called global standardization. Julkaisu on tekijänoikeussäännösten alainen. Adaptation occurs when any element of the marketing strategy is modified to achieve a competitive advantage when entering a foreign market. The marketing strategies that is being considered are standardization and adaptation. Marketing process perspective: A standardisation of marketing processes relates to standardised decision-making processes for cross-country or multi-regional marketing planning. The general definition of global standardization is the ability to use standard marketing internationally. When a product has basically the same appeal all over the world, global standardization is a useful tool. Standardization versus Adaptation in International Marketing Introduction The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. Mostly, buying and selling of products is done on the basis of grade or mark. / Procedia - Social and Behavioral Sciences 150 ( 2014 ) 609 – 618 Table 2. On the other hand, businesses that fail to appropriately customize their efforts for different … These procedures can be related to stores and purchase, sales and marketing, production and technology, process control and quality control, and issues related to human resource and technology etc. 15.05.2020. standardization définition, signification, ce qu'est standardization: 1. the process of making things of the same type all have the same basic features: 2. the process…. Standardization also helps in avoiding duplication of work. 612 Ali Ekber Akgü n et al. Discover the difference between standardized and localized content — and why your global marketing strategy needs both. The advantages / disadvantages of standardized international marketing Essay Sample. The strategies of international marketing follow three different perspectives. Apparently, a standardized campaign costs less than an adapted one. , and adaptation where products and communications are adapted or tailored to reflect varying infrastructure, Globalisation of markets Standardisation and Adaptation. In other words, it’s the ability for a company or business to use the same marketing strategy from one country to the next, and across various cultures.
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