S.appliance manufacturers find that different customs about shopping must be used to determine 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 insist that freezers should be on the bottom.Consumers in other regions use their appliances differently and have other different product demands.Given this information,you should conclude U.S.appliance manufacturers would be more likely successful if they used a(n)__________ marketing strategy.
A) ethnocentric
B) multidomestic
C) transnational
D) meganational
E) international

Question

Quizplus · Accepted Answer

A multidomestic marketing strategy involves adapting a company's products and marketing strategies to meet the unique needs of each local market, which is necessary in this case due to the different customs and preferences regarding shopping and product design in different regions of Europe. This approach would also be useful in the United States, where different regions also have different preferences and needs. An ethnocentric marketing strategy, which assumes that the company's approach will work in all markets, is not appropriate in this case. A transnational or meganational strategy is focused on global integration and standardization, which does not allow for enough flexibility to meet local needs. An international marketing strategy is similar to a multidomestic strategy, but typically involves more standardization across markets.

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