Answer to Question #166728 in Marketing for Sunny

Question #166728

People all over the world have diverse needs. Companies like Gillette, Coca - Cola, BIC, and Cadbury Schweppes have brands that are recognized across the globe. Many of the products that these businesses sell are targeted at a global audience using a reliable and steady marketing mix.

a. What are the main standardized and Adaptation apply to global customer need?

b. How does standardization and Adaptation apply to global customer need?

Expert's answer


Most companies address the needs of their customer needs on an international basis by offering the same range of products, setting the same prices, and exercising the same promotional strategies. Standardized global products are most preferred to localized products for the prices, quality, and quantity parameters are usually controlled to achieve customer adaptations. However, companies incorporate most factors that are either international-based or locally based to address what customers want. This helps the companies maintain the consistencies and strength of the brand.


Saudization and adaptation employ an integrated communication system to reach the customers and study their needs. Factor considered by international organizations is market position, product nature, target market environmental and organizational factors, and domestic and international regulations. The technicality of the technology of production of some products allows for standardization of these products at global headquarters to be implemented worldwide to meet the customer's needs.  

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