Lever Europe, a division of Unilever, markets its Snuggle fabric softener in the United States. 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's use of different brand names, packages, advertising programs, and formulas in different European countries indicates that it is using a multidomestic marketing strategy. This type of strategy involves tailoring products and marketing efforts to meet the unique needs and preferences of customers in different countries or regions. In contrast, a global or transnational strategy would involve standardizing products and marketing across multiple countries, while an ethnocentric strategy would prioritize the home country's needs and preferences.

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