The global name for Microsoft's operating system, Vista, turns out to be a disparaging term for a frumpy old woman in Lativa. Microsoft must adjust the name. This is an example of the need for ________ in international advertising campaigns.
A)adaptation
B)standardization
C)centralization
D)decentralization
E)bottom-up creativity

Question

Quizplus · Accepted Answer

The need for adaptation in international advertising campaigns is demonstrated by the example given in the question, where Microsoft had to adjust the name of its operating system, Vista, because it was a disparaging term for a frumpy old woman in Latvia. Adaptation involves modifying marketing strategies and messages to suit the cultural, linguistic, and other differences in various markets. Standardization involves using the same marketing strategies and messages across different markets, while centralization refers to decision-making authority being concentrated in one location or individual, and decentralization refers to decision-making authority being spread across different locations or individuals. Bottom-up creativity involves generating innovative ideas and solutions from lower-level employees or customers rather than from top management.

The Global Name for Microsoft's Operating System, Vista, Turns Out