Learning Objectives: 1. Understand standardization and adaptation of international marketing. 2. Describe the elements of the marketing mix as they relate to international markets, needs, and wants.

Learning Objectives: 

1. Understand standardization and adaptation of international marketing. 

2. Describe the elements of the marketing mix as they relate to international markets, needs, and wants. 

Directions: 

The marketing mix must be adapted to accommodate national differences arising from customer preferences and each market’s economic, legal, climate and cultural environment. 

Think about the following products: 

• Packaged flour 

• Swimsuits 

• Automobiles 

Describe how a firm should adapt the marketing mix for each of those products in the following countries: 

• Mexico 

• Germany 

• Saudi Arabia 

Make emphasis in which elements of the marketing mix (4Ps) must be adapted and which could be standardized