lements are put together is known as the marketing mix.
The marketing mix is affected by the environment within which the product is being marketed. In this case, the structure of the EU will affect each of the elements of the marketing mix in particular ways. What follows is a quick overview of general issues regarding each element of the marketing mix and how those issues may be affected within the EU.
Product standardization operates along a continuum - It is possible to standardize parts of a product without standardizing all of it.
Examples of products that are completely standardized:
Even if the product is not standardized, it is possible to standardize manufacturing processes or aspects of packaging and marketing while still customizing the product - for example, McDonalds standardizes most of its food but allows some customization in regard to serving alcohol or condiments such a
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