107年 - 107 東吳大學_碩士班招生考試_國際經營與貿易學系(B組)：企業管理#101956

       The three market conditions that influence the standardization decision are cultural differences,
economic differences, and differences in customer perceptions in foreign markets.
      Culture influences every aspect of marketing. The products people buy, the attributes they value, and the principals whose opinions they accept are all culture-based choices. For example, different levels of awareness, knowledge, familiarity, and affect with people, products in general, and specific brands may result in differential attitudes toward similar products. Cultural differences influence consumer acculturation which, in turn, affects acceptance of standardized products. Hence, where a product is culturally compatible with the society, it is likely to be more suitable for standardization.
      Poor economic means may prevent masses in LDCs from buying the variety of products that U.S.
consumers consider essential. To bring such products as automobiles and appliances within the reach of the middle class in developing countries, for example, the products must be appropriately modified to cut cost without reducing functional quality. Finally, the decision on product standardization should be based on the psychological meaning of the product in different markets. Foreign products in many cultures are perceived as high quality products. In such cases, standardization would be desirable. In contrast, if the image of a country’s products is weak, it would be strategically desirable to adapt a product so that it could be promoted as different from, rather than typical of, that country’s products.
                                                                                     （source: Subhash C. Jain, Journal of Marketing）