Companies can run the same marketing communications programs as used in the home market or change them for each local market, a process called ________.
A) product communications
B) market development
C) dual adaptation
D) diversification
E) communication adaptation

Question

Quizplus · Accepted Answer

The process of adjusting marketing communications programs for local markets is called communication adaptation. It involves tailoring messages to fit the cultural, linguistic, and other differences among different countries or regions. Dual adaptation involves adapting both the product and the marketing communications for local markets.

Companies Can Run the Same Marketing Communications Programs as Used