Global companies have five strategies for matching products and their promotion efforts to global markets.Nescafé coffee is marketed using different coffee blends and promotional campaigns to match consumer preferences in different countries.For example,Nescafé generally emphasizes the taste,aroma,and warmth of shared moments in its advertising around the world.However,in Thailand,Nescafé is advertised as a way to relax from the pressures of daily life.This is an example of which type of global product strategy?
A) product extension
B) product customization
C) product adaptation
D) dual adaptation
E) dual integration

Question

Quizplus · Accepted Answer

Nescafé uses different promotional campaigns in different countries while maintaining the same product, which is an example of dual adaptation.

Global Companies Have Five Strategies for Matching Products and Their