Unformatted text preview: promotional mixes are often dissimilar, and distinct cost structures may require that different prices be set. International marketing managers prefer to standardize the marketing mix regionally or worldwide because there can be considerable cost savings from marketing the same product, using the same promotional material and the same advertising. A standardized marketing mix is easier to control, and less time is spent preparing the marketing plan....
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- Spring '09
- Marketing, standardized marketing mix