In the United States, Tim Hortons has only seen around a 3-percent annual growth as it faces strong competition from Dunkin' Donuts. The company may need to market itself differently in the United States. The process of changing the communications programs used in the home market for each new local market is called
A) straight extension.
B) communication adaptation.
C) product adaptation.
D) regionalized approach.
E) dual adaptation.

Question

Quizplus · Accepted Answer

The process of changing the communications programs used in the home market for each new local market is called communication adaptation. This involves adapting and tailoring the communication programs and messages to fit the cultural, social, and linguistic nuances of the local market. This would likely be necessary for Tim Hortons to effectively market itself in the United States, given the strong competition from established brands like Dunkin' Donuts.

In the United States, Tim Hortons Has Only Seen Around