Refer to the Scenario Below to Answer the Following Question(s)

question 161

Multiple Choice

Refer to the scenario below to answer the following question(s) .
Selman & Saks, a maker of men's and women's razors and electric hair trimmers, had little reason to become involved in the global arena. But after acquiring Wellman Enterprises, whose largest division engages in a licensing agreement with a German firm to produce women's hosiery, managers at Selman & Saks wondered whether a company-wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman's licensing agreement in great detail. Even after seeing the benefits Wellman achieved with the licensing agreement, managers decided that Selman & Saks would target the French market merely via exporting.
With the assistance of a domestic export department, Selman & Saks razors and hair trimmers entered France. For six months, sales were mediocre. But after that, sales suffered. Opinions varied among numerous managers as to the cause of the failure. "Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks. "Maybe we needed an alliance with a French firm, or a licensing agreement, before racing to get there."
-Selman & Saks offered the same razors and trimmers in France as in the United States. Selman & Saks is an example of a ________.

• A) product adaptation
• B) communication adaptation
• C) product invention
• D) straight product extension
• E) standardized global marketing plan

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Definitions:

Scarcity

A basic issue in economics where human desires appear unlimited, but the world has finite resources.

Price of Contact Lenses

The cost at which contact lenses are sold, determined by factors like brand, technology, supply, and demand.

Supply of Contact Lenses

The total amount of contact lenses that manufacturers are willing and able to sell at a given price level.

Law of Demand

The principle that, all else being equal, as the price of a good or service increases, consumer demand for the good or service will decrease and vice versa.