The European Expansion (Scenario)

question 94

Multiple Choice

The European Expansion (Scenario)
As a manager at a growing Canadian company, Samantha has been asked to develop a strategy to expand the company's operations into the European market. Although the company president has provided some basic guidelines about acceptable levels of risk and investment, there are still many factors in the legal-political, economic, and cultural environments that Samantha must take into consideration in her proposal.
-As part of the expansion plan,Samantha will recommend establishing a subsidiary in Germany.Overall,this is the ________ international expansion strategy.

• A)cheapest
• B)most common
• C)safest
• D)riskiest

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Definitions:

Reminder Advertising

Advertising aimed at keeping the brand name in front of consumers, without necessarily aiming for immediate sales.

Puffery

The legal exaggeration of praise, stopping just short of deception, lavished on a product.

Push Strategy

is a marketing approach where a product is promoted by pushing it onto consumers, typically through channels like wholesalers and retailers, rather than waiting for customer demand.

Pull Strategy

A strategy in which the goal is to get consumers to pull the product through the marketing channel by demanding it.