Consider the marketing mix. How does the marketing mix differ in the domestic and international environments? How is it the same? Should international marketing managers standardize the marketing mix? Why or why not?
Differences: vast differences. Are they literate or not? Is there broadcast radio/tv or not? Is there a newspaper or a shaman? Free press or government controlled access? I mean, come on. Is this even a legitimate question? In the US, the marketing mix differs from town to town in the same state. You think it's the same globally? What are you smoking?
Similarities: We are all human. We all want the same thing: something for nothing, or as close to that as we can get. But that has nothing to do with the marketing mix. Marketing is primarily based on available media. Different markets have different media strengths and weaknesses.
Standardize: See differences, above.