本书以企业营销工作必备的标准化知识体系为出发点，将标准化理论与市场营销学的相关内容融合在一起，从市场营销角度探讨标准化，初步提出了“营销标准化”的内容体系，对企业营销活动涉及的标准化理论和方法作了较为详细的总结和论述，具有较强的针对性，有助于企业解决营销活动中的标准化问题。
...键词：跨国企业；营销标准化；外部标准化条件；组织管理特征? [gap=1175]Keywords：multinationals; marketing standardization; external standardization conditions; organizational management characteristics..
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由于跨国市场细分，全球市场的动态变化为国际营销战略标准化提供了多种理解。
Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments.
全球营销战略的两个极端——标准化和适应性战略分别倾向于不同的产业和市场，但在现实中常有交叉。
There are two extremes of global marketing strategy, that is standardization and adaptive strategy. They tend to different industries and markets respectively, but often cross in reality.
文章分析了聚合营销产品策略是客户化产品策略和标准化产品策略的聚合，对聚合营销的定义做出了新的解释。
This paper has made the new explanation in definition of convergence marketing, then analyses that product strategy of convergence marketing is combining customerization and standard.
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