Whirlpool sells their entry level brand as 'Maytag' in Canada and has unique commercials for it that run on TV. In China, Whirlpool refers to their entry level brand as 'Whirl-ONE,' which also has unique commercials for Chinese television. Whirlpool would be using a(n)_________ marketing strategy.
A)ethnocentric
B)standardized
C)transnational
D)multidomestic

Question

Quizplus · Accepted Answer

Whirlpool is using a multidomestic marketing strategy because they are customizing their branding and commercials for specific local markets (Canada and China) rather than using a standardized, universal approach.

Whirlpool Sells Their Entry Level Brand as 'Maytag' in Canada