Question

You head a marketing team preparing to launch a revised global marketing campaign for a high-end jewelry and accessory company. You review the previous strategies your team has implemented: You started with selling delicate, antique-looking jewelry across all international markets, with the same theme of "Looking Your Feminine Best." Then your team experimented with some countries using the same jewelry, but with a theme of "Investing in Your Best Self." For other countries, your team used the same theme of "Investing in Your Best Self" to sell jewelry-encrusted purses. Buoyed by that success, your team plans a dramatic marketing change: An award-winning designer recrafted the profile of the jewelry to be chunky, rather than delicate. Your team came up with the slogan of "Be Visibly Lovely." Choose the international product and promotional strategy that does not illustrate a form of adaptation.

a. You started with selling delicate, antique-looking jewelry across all international markets, with the same theme of "Looking Your Feminine Best."
b. Then your team experimented with some countries using the same jewelry, but with a theme of "Investing in Your Best Self."
c. For other countries, your team used the same theme of "Investing in Your Best Self" to sell jewelry-encrusted purses.
d. An award-winning designer recrafted the profile of the jewelry to be chunky, rather than delicate. Your team came up with the slogan of "Be Visibly Lovely."
e. All of the strategies illustrate some form of adaptation.

Answer 1

You started with selling delicate, antique-looking jewelry across all international markets, with the same theme of "Looking Your Feminine Best."

Step-by-step explanation:

Adaptation strategies involve changing the price, promotion and packaging of a product, or even the product itself, in order to fit the needs and preferences of a particular place, usually a country. Adaptation occurs when any element of the marketing strategy is modified to achieve a competitive advantage when entering a different, most often, foreign market. The opposite of adaptation strategies is standardization strategies.