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Critically discuss the Standardisation/Adaptation Debate from the 1960s to the present. How has the debate changed over this period?

Answer one of the below three questions. This should be written as a single essay though with two parts reflecting Part A and Part B. Use examples and do not write a single case study answer. The essay should be 3,000 words in length not including references. At least ten academic references should be used.

1. The Standardisation/Adaptation Debate

Part A

Critically discuss the Standardisation/Adaptation Debate from the 1960s to the present. How has the debate changed over this period?

Part B

Why is the marketing environment such an important factor to consider when deciding whether to standardise or adapt products and services in international markets? Provide two examples where the environment of an international market has encouraged a company to adapt its products and explain why this was necessary.

2. Culture and International Marketing

Part A

Provide a definition of culture and discuss why it is so important to international marketing. Use the theories of G. Hofstede and E.T. Hall in this discussion.

Part B

Choose two culturally different counties and applying Hofstede’s and Hall’s theories on culture explain how a company should alter its marketing strategy in each country because of its culture in either a) The Car or b) Mobile Phone sector.

3. Distribution and International Marketing

Part A

Explain why distribution is so important to international marketing. What advantages can distribution systems that include local partners provide for companies operating in overseas markets?

Part B

Discuss the different ways a company can distribute products/services to consumers inside international markets. Why can distribution systems for the same product/service differ between international markets? Explain this in relation to two countries.

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