Preliminary communication
STANDARDIZATION OF MARKETING MIX: A STUDY OF SLOVENIAN FIRMS
Rozana Šuštar
Abstract
This article discusses the possibilities for standardizing the marketing mix of Slovenian firms. The study, using factor analysis, surveyed 298 exporting firms in Slovenia. The strategic elements for standardization of the marketing mix consisting of price, distribution, and promotion, were substantially significant factors in cost reduction and profit increase. The ability of firms to standardize the product and market themselves emerged as a separate factor of standardization. The study also found many country-specific variables constraining the degree to which standardization and its benefits could be undertaken by Slovenian managers.
Keywords
Hrčak ID:
19133
URI
Publication date:
20.12.2005.
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