MARKETING ACTIVITIES UNDER THE INFLUENCE OF STANDARDIZATION METHODS: ADVANTAGES AND DISADVANTAGES

Modern conditions of globalization and digital transformation require enterprises and organizations to implement significant changes in their marketing activities. One of the key issues companies face is choosing between standardizing marketing strategies and adapting them to the specifics of a particular market. Standardization helps eliminate technical barriers in international trade, harmonize regulatory requirements, and develop innovative technologies. It serves as a tool to ensure unified approaches to product promotion, brand formation, and customer communication, which, in turn, contributes to cost optimization and increased marketing campaign efficiency. However, excessive reliance on standardization methods may lead to a loss of flexibility, reduced competitiveness, and disregard for consumers’ cultural and behavioral characteristics. Standardization in marketing activities should become an effective tool for building global brands, optimizing costs, and ensuring product quality stability. Nevertheless, companies should maintain a balance between standardization and localization to meet the needs of different markets and tailor marketing strategies according to consumers’ cultural preferences.