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

Question

Quizplus · Accepted Answer

Dual adaptation involves modifying both the product and the marketing communications to fit the local market or international markets better. This approach is often used when entering foreign markets where both the product features and the promotional messages need to be adjusted to meet local tastes, preferences, and cultural norms.

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