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
You head a marketing team preparing to launch a revised global marketing campaign for a highend jewelry and accessory company. You review the previous strategies your team has implemented:
Your company started with selling delicate, antiquelooking jewelry across all international markets, with the same advertising theme of Looking Your Feminine Best.
Then, your team experimented with some countries, selling the same jewelry but with an advertising theme of Investing in Your Best Self.
For other countries, your team used the same advertising theme of Investing in Your Best Self to sell jewelencrusted purses.
Buoyed by that success, your team plans a dramatic marketing change: An awardwinning designer recrafted the profile of the jewelry to be chunky, rather than delicate. Your team came up with the new advertising theme of Be Visibly Lovely.
Choose the international product and promotional strategy that is straight extension, ie does not illustrate a form of adaptation.
Your company started with selling delicate, antiquelooking jewelry across all international markets, with the same advertising theme of Looking Your Feminine Best.
Then, your team experimented with some countries, selling the same jewelry but with an advertising theme of Investing in Your Best Self.
An awardwinning designer recrafted the profile of the jewelry to be chunky, rather than delicate. Your team came up with a new advertising theme of Be Visibly Lovely.
For other countries, your team used the same advertising theme of Investing in Your Best Self to sell jewelencrusted purses.
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