Describe a product that you feel must be customized or adapted to sell in different markets around the world and one that you feel can be sold in a standardized format also discuss what it is about the first product that would lend itself to customisation

Describe a product that you feel must be customized or adapted to sell in different markets around the world and one that you feel can be sold in a standardized format also discuss what it is about the first product that would lend itself to customization

A major decision facing marketers working with different types of products is customization versus standardization . One of the products that can be standardized to serve customers in different markets is a simple safety razor . The main reason why it can be standardized is that consumers in

different nations are likely to have the same type of requirements and expectations to a safety razor . It should be able to perform its basic function - shaving , be small and compact , and definitely be safe in usage . It is unlikely that any of the consumers are likely to forgo these requirements or have any specific needs . For the vast majority of consumers , razors are just an easy way to get shaved , it is a small item , and does not command any prestige or make a fashion statement

On the other hand , one thing that can be customized is hotel service . It makes sense for a hospitality company to serve customers differently in different markets . First of all , consumers in different nations have different tastes . For example , they place different value on cleanliness in their room . Americans will appreciate a coffee-maker in the room while other nations are avid tea drinkers and will be happier with a teabag and kettle . Second , there is also value in customizing the look and feel of the hotel to local reality to cater to tourists . Many tourists who come to Morocco , for instance , may not be as happy to see the hotel furnished in the familiar American or West European style They may actually prefer to see elements of native ' culture in the dycor or even furniture . Therefore , customization makes a lot of sense in the provision of hospitality services

Bibliography

Lampel , Joseph and Henry Mintzberg . Customizing Customization . MIT Sloan Management Review , 38 .1 (Fall 1996 : 21-30

International Marketing : Product Policy . International Business : A Managerial Perspective , 5th ed . 25 March 2007

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