Question

With respect to global marketing management, the argument for market segmentation in the 1980s was framed as _____.

1) globalization versus localization
2) standardization versus adaptation
3) adaptation versus one-to-one marketing
4) globalization versus one-to-one marketing
5) standardization versus localization

Answer 1

The market segmentation argument in the 1980s was about whether to standardize marketing strategies or to adapt them for each market, a decision influenced by rising globalization and technology.

Step-by-step explanation:

With respect to global marketing management, the argument for market segmentation in the 1980s was framed as standardization versus adaptation. This debate centered around whether companies should standardize their marketing strategies across different countries to capitalize on economies of scale (standardization), or whether they should adapt their marketing strategies to fit the unique aspects of each local market (adaptation).

The rise of globalization and advances in technology, particularly the internet, have further complicated this debate by allowing even local businesses to engage in the global marketplace, increasing competition but also providing new opportunities for market segmentation.