A Marketer Who Expects to Be Effective in the International

question 87

Multiple Choice

A marketer who expects to be effective in the international marketplace should

• A) be antagonistic toward other cultures.
• B) not let the local culture influence his or her decisions.
• C) practice cultural ethnocentrism.
• D) not let consumer behavior influence marketing decisions.
• E) have a positive outlook on an international assignment.

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Definitions:

Intrapreneur

An employee within a company who promotes innovative product development and marketing by leveraging entrepreneurial skills.

Research and Development

A business or government activity that involves the investment of resources in innovation and improvement of products, services, or processes.

Effective Communication

Communication whereby the right people receive the right information in a timely manner.

Innovation

The process of introducing new ideas, methods, or products to improve efficiency, effectiveness, or competitive advantage.