Your firm has decided to enter the international market with your product called "Trema," a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating ________.
A) product invention
B) dual adaptation
C) straight extension
D) forward adaptation
E) product standardization

Question

Quizplus · Accepted Answer

The CMO is suggesting adapting the product to fit the European market, which involves both changing the product (adding extra features) and altering the marketing strategy. This is known as dual adaptation. Product standardization (keeping the product the same in all markets) is not being recommended, nor is product invention (creating a completely new product). Straight extension (introducing the product in the international market without any modifications) and forward adaptation (adding only a few modifications to the product) are not the best choices as market research suggests significant changes are required for success in Europe.

Your Firm Has Decided to Enter the International Market with Your