When Polar Inc., an American fast-food company, wanted to market its burgers and fries in France, it was asked to import French wine to the United States in return. This is an example of:

Question

Quizplus · Accepted Answer

Countertrade is a pricing tool that every international marketer must be ready to employ, and the willingness to accept a countertrade will often give the company a competitive advantage. In this case, Polar has accepted the countertrade of importing French wine into the United States in exchange for selling its food in France.