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The process and practice of adapting otherwise standard products and services to meet the needs of varying customer types, either individually or customer groupings. Adaptation is typically used by practitioners of international marketing to ensure that the products and services being produced and delivered are relevant and suited to the needs of different national markets and standards. Conceptually, adaptation is often discussed as an alternative to standardized marketing strategies and approaches, rather than a refinement of the standard approach. A famous example is how McDonald's have adapted their standard fast-food offerings to different national tastes around the world whilst retaining the central idea of fast and low cost food delivered to the mass market.

Subjects: Marketing.

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