Pizza Hut franchises stores in areas with Arab and Indian populations. To accommodate dietary differences, the traditional American recipes are modified. Consequently, the advertising, packaging, and promotional message will change. Marketers refer to these changes as dual adaptation.

Question

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Dual adaptation refers to modifying both the product and the marketing strategy (including advertising, packaging, and promotional messages) to better suit the local tastes, preferences, and cultural practices of a specific market.

Pizza Hut Franchises Stores in Areas with Arab and Indian