How do you configure the marketing mix globally?
A firm might vary aspects of its marketing mix from country to country. It should take into account local differences in culture, economic conditions, competitive conditions, product and technical standards, government regulations, etc. The cumulative effect of these factors makes it rare for firms to adopt same marketing mix worldwide. Frankly, it makes sense for firms to standardize aspects of the marketing mix and customize others, depending on conditions in various national marketplaces.