When American Manufacturers First Started Exporting Refrigerators to Europe, They

question 10

Multiple Choice

When American manufacturers first started exporting refrigerators to Europe, they essentially exported the same models sold in the United States. However, the refrigerators were the wrong size, shape, and temperature range for some areas and had weak appeal in others-thus failing miserably. This failure can be best attributed to

• A) the lack of personal selling on the part of the sales force.
• B) entering a domestic market without extensive product planning.
• C) the lack of adequate pricing strategies in foreign markets.
• D) problems encountered in effectively using census data.

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