Dynamics of the Global Economy
The product or communications adaption (dual adaption)
promotional strategy adapts both the product and its marketing communication to
suit the target market. The product itself is adapted to match the needs or
preferences of local buyers. The promotional message is adapted to explain how
the product meets those needs and preferences. Because both production and
marketing efforts must be altered, this strategy can be expensive; therefore,
it is not very common. It can be implemented successfully, however, if a
sufficiently large and profitable market segment exists.
Please respond to the following:
Briefly discuss the effects of globalization on international
marketing activities, and explain how a product or communications adaption
(dual adaption) promotional strategy works.
Please use at least 1 reference
