Question

When a company expands business internationally, there are many factors need to be considered. Some companies implement an adapted marketing mix, meaning that they ___________________________________.

	ignores differences in legal environment
	tailors the marketing programs to each target market
	ensures the lowest cost marketing program is adopted
	ensures that uniform practices are adopted across countries
	focuses more on brand image than consumer preferences

Answer 1

The correct answer is tailors the marketing programs to each target market. This strategy adds to the costs of the company. However, it is an international marketing strategy undertaken in hope of attracting a larger market share and return.

The other options are incorrect because this strategy is not the least cost strategy. It is expensive for the company to tailor the strategies for each target market. Moreover, consumer preferences are very much taken care of here and the practices are not uniform. They change according to the targets.