What Is the First Step of Lee's Four Step Self-Reference

question 37

Multiple Choice

What is the first step of Lee's four step self-reference correction process?

• A)Define the marketing problem in terms of the home country cultural traits, norms and values.
• B)Define the marketing problem in terms of the host country cultural traits, norms and values.
• C)Isolate the self-reference criterion influence and evaluate it to understand how it affects the marketing problem.
• D)Redefine the marketing problem and, in the process, eliminate the self-reference criterion influence.

---

Definitions:

Overbooked

The state of accepting more reservations or commitments than the available capacity can accommodate.

Capacity Management

The practice of balancing supply and demand by managing resources to maximize output and efficiency without overburdening production or services.

Marketing Mix

The combination of factors that can be controlled by a company to influence consumers to purchase its products, typically identified as product, price, place, and promotion.

Consumer Demand

The desire and willingness of consumers to purchase goods and services at various price points, influencing market dynamics and pricing.