The Marketing Environment and Standardisation vs Adaptation
Part A
What is the marketing environment in International Marketing? Briefly discuss each element of the macro environment and explain why it is important to international marketing.
Part B
Discuss why the marketing environment is important to decisions on whether to standardise or adapt products in overseas markets.
Your work should demonstrate a good understanding of the topic based on thorough research and extensive reading. Your essay should include references from at least ten academic journal articles. It should also include examples from numerous companies and countries to demonstrate knowledge and support arguments. Theory and models should be used throughout. Do not write a single case study answer. The assignment reflects all the learning objectives and represents 100% of the assessment for the module. This means if you fail the assignment you will fail the module.
