Documents Marketing Mix Strategies BA 523 International Marketing Melike Demirbag Kaplan, PhD.

Slide 1Marketing Mix Strategies BA 523 International Marketing Melike Demirbag Kaplan, PhD Slide 2 Global Marketing Program Standardization vs. Adaptation? Levitt (1983)…

Marketing To what extent must a company adapt its products and marketing program to each foreign country

1. PRODUCT AND MARKETING ADAPTATION TO EACH FOREIGN COUNTRY 2. Two types of strategies possible. 3. Standardized Marketing Program • Low costs • Consitency • But will…