IBUS 462 Lecture Notes - Lecture 10: Theodore Levitt, Mcarabia, Market Segmentation
5 Dec 2018
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The marketing mix (the choices the firm offers to its targeted market) is comprised of: product attributes, distribution strategy, communication strategy, pricing strategy, theodore levitt. Many people believed that he overstated his case, especially when it came to consumer: the globalization of markets and brands. In the 1960s, theodore levitt argued that world markets were becoming increasingly similar making it unnecessary for companies to localize the marketing mix. Levitt, because of this convergence of markets, firms could simply avoid the costs of market adaptation, and sell standardized products around the globe instead. He argued that mcdonald"s for example, sold the same thing everywhere. Levitt"s theory quickly became a lightening rod in the debate about globalization. products. They argued that, for example, while mcdonald"s is available around the globe, the company does make menu changes. It sells a mcarabia in the middle east for example, and a croque mcdo in france. Similarly, as you might recall from the opening.
