The article discusses the possibilities for standardizing the marketing programs of Slovenian firms which can open a door to more intensive process of internationalization of firms. The study found that environmental factors, such as political and economic stability, significantly affected the possibilities for standardization enabling firms to improve sales margins. The strategic elements for standardization of the marketing mix, consisting of price, distribution, and promotion, are also substantially signifi cant factor of cost reduction and profit increase. Strategic control over distribution and promotion exercised by Slovenian managers was identified as constraints to standardization. In addition, the ability of firms to standardize the product and market themselves emerged as a separate factor of standardization.U članku su opisane mogućnosti standardizacije marketinškog programa slovenskih tvrtki koja omogućuje intenzivniji proces internacionalizacije. Studija otkriva da faktori okruženja, kao što su politička i ekonomska stabilnost, značajno utječu na mogućnosti standardizacije. Pretpostavka je da standardizacija osigurava poboljšanje prodajnih margi-na. Strateški elementi standardizacije marketing mixa, koji se sastoji od proizvoda, cijene, promocije i distribucije, značajan su faktor smanjenja troškova i povećanja zarade trvrtki. Strateška kontrola distribucije i promocije ograničujući je faktor standardizacije za slovenske tvrtke. Sposobnost standardizacije proizvoda i tržišta pojavljuje se kao odvojeni faktor standardizacije
