U.S.wine producers only export about 14 percent of their total annual production of wine.They would like to sell more to overseas markets,but do not want to tailor their wines to consumers' palates.For example,Californian wines are typically heartier and richer than Europeans like to drink.U.S.wine producers need to adopt a _____ strategy if they hope to be reach more of the global market.
A) product substitution
B) market differentiation
C) message adaptation
D) product invention
E) product adaptation

Question

Quizplus · Accepted Answer

U.S. wine producers need to adopt a product adaptation strategy, which involves modifying their product to better suit the preferences and needs of overseas markets. They do not want to tailor their wines to consumers' palates, but product adaptation can still be done while maintaining the core characteristics of their wines. By adjusting the flavor, color, or even packaging, U.S. wine producers can make their product more appealing to a wider range of consumers without sacrificing their unique identity.

USWine Producers Only Export About 14 Percent of Their Total