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International Market Standardization

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Marketing can be done within a domestic market or in the international market. International marketing is very complex and requires a huge amount of financial resources. International markets is not an easy task. Decisions with regards to product, price, and distribution for international markets are unique to each country (Jain, 1989) and differ from those in the domestic market (Diller and Bukhari, 1994).
Global pricing is much complex than the domestic pricing. There are many factors which are the causes of the complexity of the international pricing. These factors includes Governmental intervention, Greater market diversity, Price escalation in exporting,Fixed versus variable pricing, Retailers` strength with suppliers, fluctuations of …show more content…

The major advantages of the advertising standardization is the achievement of economics of scale, establishment of consistent brand image across the globe, utilization of the company creative talents in different markets and utilization and exporting of the good ideas from one market to other markets. Advertising messages on an international basis, since the worldwide marketplace has become increasingly homogeneous, to the extent that international firms can market standardized products or services all over the world through identical advertising strategies, principally due to such influences as TV, movies, and the Internet (Jain, 1989). The rationale behind this position is that consumers in different countries or areas share the same, or very similar, wants and needs; therefore, they can be persuaded by universal advertising appeals (Buzell, 1968; Fatt, 1967). Such an international advertising strategy can result in substantial media and production cost savings, because the multinational company needs only to develop a common advertising campaign across world markets.
In the other hand, adaptation of an international advertising strategy suggests that each market must be considered, for the most part, as a distinctly separate unit and adaptations must be made accordingly (Pratt, 1956, p.172) due to differences in culture, economic status, legal conditions, and foreign market media. For example, Macdonald 's had opened over 25000 locations and they have different advertisment to fit the local culture in each

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