Original scientific paper

MARKETING STANDARDIZATION: TO BE OR NOT TO BE

Rozana Šuštar

Abstract

The article discusses the possibilities for standardizing the marketing programs of Slovenian firms which can open a door to more intensive process of internationalization of firms. The study found that environmental factors, such as political and economic stability, significantly affected the possibilities for standardization enabling firms to improve sales margins. The strategic elements for standardization of the marketing mix, consisting of price, distribution, and promotion, are also substantially signifi cant factor of cost reduction and profit increase. Strategic control over distribution and promotion exercised by Slovenian managers was identified as constraints to standardization. In addition, the ability of firms to standardize the product and market themselves emerged as a separate factor of standardization.

Keywords

standardization; marketing; marketing mix; product; price; promotion; distribution; internationalization; factor analysis

Hrčak ID:

9216

URI

https://hrcak.srce.hr/9216

Publication date:

28.2.2007.

Article data in other languages: croatian

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