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 advertised differently. Your CMO is advocating ________.

Question

Quizplus · Accepted Answer

Dual adaptation involves modifying both the product and the marketing approach to suit the needs of the target market. In this case, the CMO is suggesting extra features and different advertising to adapt the product for the European market. Therefore, dual adaptation is the best choice. Product invention, straight extension, and product standardization do not involve making changes for the target market, while forward adaptation involves modifying only the marketing approach.

Your Firm Has Decided to Enter the International Market with Your