U.S. appliance manufacturers find that different customs about shopping must be used to determine local product design. For instance, people in Northern Europe shop only once a week, so they need bigger refrigerators than Southern Europeans, who shop daily. Furthermore, Northern Europeans insist that freezers should be on the top just as firmly as Southern Europeans want them on the bottom. Based on this, U.S. appliance manufacturers would more likely be successful if they used __________ marketing strategy.
A)a global
B)a multidomestic
C)a transnational
D)a meganational
E)an international

Question

Quizplus · Accepted Answer

A multidomestic marketing strategy involves customizing products and marketing strategies to fit the specific needs and preferences of local markets. Given the differences in shopping habits and preferences between Northern and Southern Europe, a multidomestic approach would be the most effective for U.S. appliance manufacturers to successfully market their products in these regions. A global strategy aims to offer standardized products and marketing strategies across all markets, while a transnational strategy seeks to balance standardization and customization. A meganational strategy is not a recognized marketing strategy, and an international strategy typically involves exporting products without much customization for local markets.

US Appliance Manufacturers Find That Different Customs About Shopping Must