Based on the diagram below, how are the reasons pulling towards adaptation or standardisation, and the factors affecting the importance of the reasons and elements of the marketing mix, influencing McDonald's behaviour in international markets?

Reasons Pulling Reasons Pulling Towards Product Price Place Promotion People Towards Adaptation 1. Product or 1. Price 1. Standardisation service variety, levels, list Distribution Advertising 1. Market price, price channels, 2. Sales development design, features 1. Economies of changes distributors promotion scale in 2. Economic 2. Quality 3. Brand name 2. value, 3. Personal Physical production differences 3. Culture 4. Packaging Discount place of selling evidence research and 4. Differences in styling allowance, shops, 4. Direct development and 5. Size and payment logistics marketing promotion customer colour varieties period 5. Public 2. Global perception 6. credit relations uniformity and 5. Competition terms Process image 6. Technological Performance 7. Image management 3. Consistency 7. Sociological with the mobile 8. Differences in 8. Pre-sales physical conditions service consumer 4. Easier 9. Legal / political 9. Delivery. installation planning and environment control 10. Level of 10.After-sales service, 5. Stock costs customer similarity reduction 11 Marketing warranties 6. Synergetic and infrastructure transferable experience Factors Affecting the Importance of Reasons and Elements 1. Industrial sector 2. Business to business, business to consumer 3. Product Service category 4. Places and continents 5. Entry method 6. Delegated authority to foreign subsidiaries 7. Relationship with different foreign subsidiaries 8. World-wide turnover 9. World-wide number of employees