The ongoing debate on whether to adapt (customize) or standardize the marketing mix has been raging for decades. With the advent of the Internet, mobile devices, cable and satellite TV around the world, it is believed that the world is truly a smaller place today. So which approach is best - global standardization or adaptation? Is there an alternative to either strategy? Next, discuss the strategies firms' adapt to market their products in overseas markets.

Are some products/services better suited for standardization or localization? Yes or no. Why?. Finally, describe the different modes of entry available to firms as they contemplate international marketing. As you examine modes of entry available to firms, examine the pros and cons of each entry mode method.