Learning Objectives: 1. Understand standardization and adaptation of international marketing.

2. Describe the elements of the marketing mix as they relate to international markets, needs, and wants. Directions:

The marketing mix must be adapted to accommodate national differences arising from customer preferences and each markets economic, legal, climate and cultural environment.

Think about the following products:

Packaged flour

Swimsuits

Automobiles Describe how a firm should adapt the marketing mix for each of those products in the following countries:

Mexico

Germany

Saudi Arabia

Make emphasis in which elements of the marketing mix (4Ps) must be adapted and which could be standardized.