If a company adapts or changes both the product and the communications,the company engages in a process called ________.
A) straight extension
B) marketing communication
C) product adaptation
D) dual adaptation
E) full adaptation

Question

Quizplus · Accepted Answer

Dual adaptation is the process of adapting both the product and the marketing communication strategies to fit the local market conditions. This approach takes into consideration the cultural, economic and legal factors in the target market.

If a Company Adapts or Changes Both the Product and the Communications,the