Discuss the standardization of two marketing components:
advertising and distribution.
Chapter 17 Global Marketing
#Daniels #15edition #GlobalMarketing #Chapter17International Business: Environments and Operations, 15e, Global Edition (Daniels et al.)
Daniels, 15edition, Global Marketing, Chapter 17
Answer: In addition to reducing costs, advertising standardization may improve the quality of advertising at the local level, prevent internationally mobile consumers from being confused by different images, and speed the entry of products into different countries. Standardized advertising usually means a program that is similar from market to market rather than one that is identical in each. Some of the problems that hinder complete standardization of advertising relate to translation, legality, and message needs. Within the marketing mix, MNEs find distribution one of the most difficult functions to standardize internationally, for several reasons. Each country has its own distribution system, which an MNE finds difficult to modify because it is entwined with the country's cultural, economic, and legal environments.
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