This activity is important because managers face the difficult task of planning, implementing, and evaluating marketing

programs once the firm has decided to compete in the global market. As marketing mangers develop the marketing

program, they must balance the cost savings of standardization against the benefits of customization.

The goal of this activity is to demonstrate your understanding of the different types of product and promotion strategies

firms utilize as part of their global marketing programs.

Match each example to the appropriate program strategy.

Product Adaptation

Strategy

Product Invention

Strategy

$2$

$4$

Dual Adaptation

Strategy

Product Extension

Strategy

Communication

Adaptation Strategy