【正确答案】Suggested answers:
Candidate A: Understanding of business culture is essential for success in foreign market. The knowledge of different cultures can help power your business. If you get better understanding of business culture in a country, you will gain more valuable insights into your customers. Insights. give you a genuine edge.
Candidate B: Yes, it's important. Culture has both a pervasive and a changing influence on each national market environment. International marketers must recognize the influence of culture and must be prepared to either respond to it or change it. International marketers have played an important and even a leading role in influencing the rate of cultural change around the world. This is particularly true of food but includes virtually every industry, particularly in consumer products. Soap and detergent manufacturers have changed washing habits; the electronics industry has changed entertainment patterns. Clothing marketers have changed styles, and so on.
Candidate C: Understanding of business culture is necessary. In industrial products culture does affect products' characteristics and demand but is more important as an influence on the marketing process, particularly in the way business is done. International marketers have learned to rely upon people who know and understand local customs and attitudes for marketing expertise. Often, but not always, these are local nationals.