Standardisation

The use of a uniform marketing strategy in all markets. 

Assumes the way the product is used and needs it satisfies are universal. 

• Pro: production runs larger leading to economies of scale, research and development costs reduced, promotion costs reduced. 

• Con: offering may not exactly fit culture and tastes of local market, leading to failure and loss of sales / profit.

Similar ideas as the volume-variety continuum - standardisation being the cheaper, high volume but inflexible approach to global marketing.