McDonald's recognizes that, compared to other societies, Europeans have a more liberal attitude towards alcohol consumption. In Germany this family oriented restaurant chain has included beer on its menu. This approach to marketing is referred to as:

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Glocalization is a marketing strategy in which global companies adapt their products and services to the local culture and preferences of each market. In this case, McDonald's recognized the cultural difference regarding alcohol consumption between Europe and other regions, and adapted their menu by offering beer in Germany. This strategy of adapting the menu to local preferences while maintaining the brand's identity is an example of glocalization. The other options are not relevant to this scenario.

McDonald's Recognizes That, Compared to Other Societies, Europeans Have a More