Utilization of Standardization versus Adaptation in implementation of the marketing mix (the four Ps)
Product - Specifications, types, customer service, packaging, branding.
Place - Distribution methods, channel structure.
Promotion - Promotion blend to meet desired objectives: advertising, public relations, sales promotion and other methods to be utilized.
Price - Suggested prices, pricing flexibility depending on the characteristics of the environment and competition, price escalation issues.
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