International Marketing: Standardization of the Marketing Mix
International marketing and global marketing refers to marketing companies run by transatlantic or through national borders. This strategy uses an extension of the techniques used in the companys main country. International marketing uses strategies of promotion, and one of the elements of activities on the market is the marketing mix.
Marketing mix is a marketing theory, based on four main “coordinates” of marketing planning:
-product (product or service: product range, quality and properties of the product, design and ergonomics)
-price (price: margins, discounts)
-promotion (promotion: advertising, public relations, sales promotion, etc.)
-place (location: distribution channels, personnel seller, the location of point of sale, etc.), as described in Marketing mix.
One of the pioneers of marketing disciplines and the theory of 4P is considered to be Theodore Levitt, who wrote in 1960 in a magazine an article, titled “Marketing Myopia.” It said on the situation of the beginning of “marketing madness”. Levitt debated on the topic that large manufacturing companies who misinterpret his vision for the question of whether part of what industry they are. He mentioned that while they do not fully understand that part of what industry they are, they will collapse, as described in Marketing mix.
Nowadays, marketing mix is connected with the internationalization and globalization. Globalization is the process of global economic, political and cultural integration and unification. The main consequence of this is the global division of labor migration (and, as a rule, the concentration) on a global scale of capital, human and industrial resources, the standardization of legislation, economic and technological processes, as well as convergence and fusion of cultures in different countries. It is an objective process that is systemic, that is, covers all aspects of society, as stated in Globalization versus Internationalization. As a result of globalization, the world becomes more connected and more responsive to all its stakeholders. And as well, there occurs as an increase in the number of common groups of problems as well as expanding the number and types of integrating subjects.
Internationalization and marketing mix are connected and there is a considerable influence of the international environment on international marketing strategies, as well as an effect of internationalization on the implementation of the marketing mix. As a fact, marketing mix should not be standardized, as the way it looks today is suitable for the majority of companies, which ensures them to work properly, promote effectively and have considerable results. Standardization during the globalization is inappropriate, as the international environment