Lever Europe,a Division of Unilever,markets Its Snuggle Fabric Softener in the United

question 144

Multiple Choice

Lever Europe,a division of Unilever,markets its Snuggle fabric softener in the United States.But in 10 European countries,it uses seven brand names,including Kuschelweich in German,Coccolino in Italy,and Mimosin in France.These products also have different packages,different advertising programs,and occasionally different formulas.From this information,we can assume that Lever Europe uses a(n) __________ marketing strategy.

• A)ethnocentric
• B)transnational
• C)global
• D)international
• E)multidomestic

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Definitions:

Influence Others

The process of affecting the actions, beliefs, or attitudes of another person or group through persuasion or authority.

Visionary

An individual with a clear, distinctive, and specific future view, combined with the ability to communicate that vision in a way that influences others.

Empowering

The act of giving someone the authority or power to do something, or making someone stronger and more confident, especially in controlling their life and claiming their rights.

Leader Emergence

The process through which an individual becomes recognized as a leader by their peers or within an organization.