Chapter 10 Part II

List of strategic alternatives that marketers can utilize during the global product planning process

product-communication extension, product-extension communication adaptation, product adaptation-communication extension, product-communication adaptation, and innovation

Product-communication extension

companies pursuing this strategy sell the same product with essentially no adaptation, use same advertising and promotional appeals used domestically

Product extension-communication adaptation

extending a product or brand to multiple country markets with some modifications of the communication strategy

Product adaptation-communication extension

approach adapts the product to local use or preference conditions while extending, with minimal change, the basic home-market communications strategy or brand name

Product-communication adaptation

with this strategy both the product and one or more promotional elements are adapted for particular country or region

Innovation

with this strategy resources are endowed with a new capacity to create value

List of three degrees of product newness

continuous innovations, dynamically continuous innovations, and discontinuous innovations

Discontinuous innovations

new product that, when its widely adopted, creates new markets and new consumption patterns

Dynamically continuous innovations

intermediate category of newness that is somewhat disruptive and requires a moderate amount of learning on the part of consumers

Continuous innovation

variation of an existing product such as a new flavor or new design; associated with continuous innovation

Test marketing/product testing

important step that should be taken before proceeding with full-scale introduction because of the potential for a surprising and unexpected incompatibility when introducing a new product