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 a(n)__________ marketing strategy.
A)ethnocentric
B)transnational
C)global
D)international
E)multidomestic

Question

Quizplus · Accepted Answer

Lever Europe uses different brand names, packages, advertising programs, and formulas in different European countries, indicating a multidomestic marketing strategy that emphasizes adapting to local market conditions and preferences.

Lever Europe,a Division of Unilever,markets Its Snuggle Fabric Softener in the United