Standardization in global marketing.

Standardization is the most common approach, Standardization supporters agree that there is a
global union of cultures with common environmental and consumer demands. They claim that
trade barriers are lowering, that technological advancements are advancing, and that businesses
are adopting a global strategy. According to levitt (1983);
They assume that by developing a single approach for the global market and standardizing the
marketing mix components, they can achieve consumer consistency while also lowering costs.

Adaptation approach:
The adaptation approach emphasizes the obvious variations between different countries' markets,
especially consumer goods markets, and prefers to use international differentiated marketing
programs.

Example is mcd: delivering a surprisingly consistent customer experience and branding (I'm
diggin' it) while allowing for globally specific menu and service variations in segments around
the world (I'm diggin' it).

- Advantage of standardization; People can expect the same level of quality from any
brand, no matter where they are in the country. Consumer views of a commodity are
often influenced by standardization. Economies of scale are achieved by cost control.
The cost-per-unit can be reduced by selling large amounts of the same, non-adapted
product and purchasing components in quantity. Other benefits of economies of scale
include better research and development, lower marketing overhead costs, and lower
investment costs.