An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired
The way a company addresses this task is a reflection of the company's:
A) market penetration.
B) market diversification.
C) global marketing strategy.
D) product development.
E) product standardization.
C
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Harland & Wolff in Belfast, North Ireland, makes ocean-going vessels. Last year its primary customer was the U.S. government. You would expect Harland & Wolff to rely on which of the following to promote its vessels?
a. product innovations and direct marketing b. personal selling c. publicity d. advertising and sales promotion
Which one of the following is not one of the five competitive forces that business strategists are supposed to take into account?
a. competition among business units within the firm b. the power of customers to affect pricing and reduce profit margins c. the threat of similar or substitute products d. the power of suppliers to influence the company's pricing