E-Marketing
If a company offers a product, which is undifferentiated between any of the markets to which it is offered, then standardisation is taking place. The great benefit of standardisation is the ability to compete with low costs over a large output.
The diagram below illustrates the use of a standardised products and marketing mix:
In most markets, however, there are many barriers to standardisation. It is not difficult to think about the standard marketing mix for a product and how this might vary from one country to another. For example:
- product - tastes and habits differ between markets
- price - consumers have different incomes
- place - systems of distribution vary widely
- promotion - Consumers' media habits vary, as do language skills and levels of
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