Lever Europe, a division of Unilever, markets Snuggle fabric softener. But in 10 European countries, it uses seven brand names, including Kuschelweich in German, Coccolino in Italy, and Mimosin in France. These products also have different packages, different advertising programs, and occasionally different formulas. From this information, we can assume that Lever Europe uses ________ marketing strategy.
A) an ethnocentric
B) a transnational
C) a global
D) an international
E) a multidomestic

Question

Quizplus · Accepted Answer

Lever Europe uses a multidomestic marketing strategy, as it adapts its products and marketing efforts to suit the preferences and conditions of each local market, using different brand names, packaging, advertising, and sometimes formulas.

Lever Europe, a Division of Unilever, Markets Snuggle Fabric Softener