Nescafe Coffee Is Marketed Using Different Coffee Blends and Promotional

question 115

Multiple Choice

Nescafe coffee is marketed using different coffee blends and promotional campaigns to match consumer preferences in different countries. For example, Nescafe 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 marketing product/promotion strategy?

• A)product extension
• B)product customization
• C)product adaptation
• D)dual adaptation
• E)dual integration

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Definitions:

Attraction-Selection-Attrition Theory

A theory suggesting that organizations tend to attract and select individuals with similar personalities and values, and people who do not fit will leave or be forced out.

Separation Strategy

A method or plan devised by a company to manage the process of employees leaving the organization, either through resignation, layoffs, or retirement, in a manner that minimizes negative impacts.

Unrelated Industries

Sectors or fields of business that do not share common markets, products, services, or technologies.

Attraction-Selection-Attrition Theory

is a theory that explains how organizations become more homogeneous over time by attracting, selecting, and retaining individuals with similar characteristics.