Cambell Soup introduced its condensed soups to British consumers by employing ________. Unfortunately, consumers saw expensive small-sized cans and did not realize water was to be added.
A) regional version
B) market version
C) product adaptation
D) straight extension
E) design change

Question

Quizplus · Accepted Answer

Cambell Soup used a straight extension strategy by introducing its condensed soups to British consumers without any modification to the product itself. This approach meant selling the product as is, in other countries, without adapting it to local tastes or preferences. Unfortunately, this led to a misunderstanding among British consumers, who did not realize that water needed to be added to the condensed soup, seeing it instead as an expensive, small-sized product.

Cambell Soup Introduced Its Condensed Soups to British Consumers by Employing