In Class, 10–25 Minutes for Teams One of the key questions for global marketers is whether to standardize (globally) or localize their product and related marketing mix offerings. For this activity, let’s consider three different firms:

1. a well-known women’s fashion brand that is both a manufacturer and a retailer, 2. an established fast food restaurant chain, and 3. a manufacturer of household furniture.

If each of these firms plans to expand into China, would you recommend that they standardize or localize their offerings? (Remember to consider both product and nonproduct marketing mix elements.) Why do you take this view?