international marketing

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The great benefit of standardisation is the ability to compete with low costs over a large output. The diagram below illustrates the use of a standardised products and marketing mix: In most markets, however, there are many barriers to standardisation...
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It is not difficult to think about the standard marketing mix for a product and how this might vary from one country to another. For example: • product - tastes and habits differ between markets • price - consumers have different incomes • place - systems of distribution vary widely • promotion - Consumers' media habits vary, as do language skills and levels of literacy...
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