Question

In the context of global marketing management, international marketers framed the argument toward market segmentation during the 1970s as _____.

1) global integration versus one-to-one marketing
2) standardization versus adaptation
3) adaptation versus one-to-one marketing
4) global integration versus local responsiveness
5) standardization versus local responsiveness

Answer 1

The debate in the context of global marketing management during the 1970s centered on the argument of standardization versus adaptation. This reflected the need for companies to choose between a uniform marketing strategy across different countries and a tailored approach that respects local market differences. The correct option to describe this debate is (2) standardization versus adaptation.

Step-by-step explanation:

In the context of global marketing management, during the 1970s, international marketers discussed the challenges of how best to address variances in global markets. A key debate that framed this discussion was standardization versus adaptation. This argument is fundamental to understanding the strategic decisions companies must make when expanding or operating across multiple countries. The idea of standardization suggests that a company can use the same marketing strategy and mix in every market, emphasizing efficiency and a consistent brand image. On the contrary, adaptation underscores the need to tailor marketing strategies to the unique characteristics of each local market, acknowledging differences in consumer preferences, cultures, purchasing power, and market conditions.

These opposing strategies are reflections of technological advancements and globalization, which allowed businesses to operate across borders more effectively. The emergence of business-to-business websites and other internet-based platforms enabled consumers and businesses to engage in transactions internationally, enhancing global integration and leading to an increased level of competition in all markets, including traditionally local ones. So when we talk about the framing of market segmentation strategies by international marketers at that time, the correct option is (2) standardization versus adaptation. This debate captured the essence of global marketing management's dilemma—how to balance the efficiency of a uniform approach with the effectiveness of a tailored strategy that respects and leverages local differences.