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

Question

Quizplus · Accepted Answer

Dual adaptation refers to the process in which a company changes both the product and the communication strategy to fit the local market. This approach considers not only the differences in the product but also cultural and language differences, among other factors. Therefore, it is the best choice for the given scenario. Straight extension implies launching a product without any change in other aspects beyond packaging and labeling. Product adaptation refers to changing a product to fit the local market, but without necessarily changing the communication strategy. Product reinvention implies significant changes in the product, usually with the aim of targeting a new market or niche. Full adaptation is not a marketing term.

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