... of the consumers they can offer a standardised approach to develop and establish themselves in foreign markets. However a total standardisation of marketing mix elements may not feasible because of barriers such as differences in legislation, culture, consumer attitude, local competition, availability of media and organisational environments. Although Theodore Levitt wrote that standardisation would be possible as markets converge because of increase travel and communication. This is becoming evident in trading blocs such as E.U. Economies of scale and greater control can be achieved through standardising elements of the marketing strategy whilst adapting maybe necessary to meet local needs and availability e.g.' think globally act locally'. To standardise or adapt elements of the marketing mix depends on management orientation in foreign/target market. An ethnocentric approach will consider home country important, a polycentric approach will consider differences in foreign markets and a geocentric approach considers similarities and differences in world markets. Similarities encourage ...

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