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 be more likely successful if they used a(n) __________ marketing strategy.
A)global
B)multidomestic
C)transnational
D)meganational
E)international

Question

Quizplus · Accepted Answer

A multidomestic marketing strategy involves tailoring products and marketing approaches to meet local needs and preferences. In this case, the differences in shopping habits and preferences between Northern and Southern Europeans suggest that a multidomestic approach would be more effective than a global or transnational approach.

US Appliance Manufacturers Find That Different Customs About Shopping Must