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Task

In:

Submitted By vinney313
Words 3079
Pages 13
International Marketing
Word Count: 2500

[Name of the Writer]
[Name of the Institute]

Introduction
The advancement in technologies has also enhanced the procedures and methods of marketing. The organizations are now adopting the global integrated marketing communication to reach the greater number of targeted customers. The organizations do not need to design marketing plan for each country rather they could look to adopt a standardized approach or can opt for an adapting strategy in order to meet the cultural, countries, communication and economic differentiations. The purpose of this essay is to understand the significance of global integrated marketing communication and to recognize the factors that should be considered in order to adopt standardization or adaptation approach for communication in international market.
Standardization
According to Kustin (2004), presenting the similar marketing strategies internationally is said to be the standardization approach. As stated by Vrontis & Thrassou (2007), the needs and wants of the consumer does not fluctuates among many of the countries. Moreover, the globalization has playing a great part in escalating the similarities and reducing the differentiations. However, adopting the standardization approach lower down the costs of the organization. Moreover according to (Lundeteg, 2012), standardzied strategy could also be termed as the one size fits for all strategy.

The giant organizations and multinational organizations such as P&G should go for the standardization strategy as it saves the extra-costs associated with the labeling, packaging styles, colors and logo of the products. (Loyka & Powers, 2003). Different countries require different things and organizations that adopt standardizations strategy for their products and services might not have the required uniqueness. The individuality

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