Question

upon entering international markets, mary has decided that she will continue using her current promotional tools, while also developing a company website through which sales can be conducted. however, she also knows this will not be enough to achieve a high level of sales and she will also need to use new channels of distribution. which concept best describes this approach? a. adaptation b. standardization c. glocalization d. verticalization

Answer 1

The concept that best describes Mary's approach of continuing to use her current promotional tools, developing a company website, and using new channels of distribution when entering international markets is glocalization.

Step-by-step explanation:

The concept that best describes Mary's approach of continuing to use her current promotional tools, developing a company website, and using new channels of distribution when entering international markets is glocalization.

Glocalization refers to the process of adapting products, marketing strategies, and distribution channels to fit the local market while still maintaining a global brand identity. It involves integrating global and local elements to create a customized approach for each market.

In Mary's case, she is using her existing promotional tools globally, developing a company website for online sales, and exploring new channels of distribution that are tailored to the specific needs and preferences of each international market she enters.