Asked by Anthony Ornelas on Apr 24, 2024
Verified
Jessica's firm has developed a crustless pizza and rather than compete in the U.S. market, she has decided instead to introduce the product in Europe, where she feels it will be innovative. Her advertising agency urged caution because
A) differences in language, customs, and culture complicate marketers' ability to communicate with customers in various countries.
B) print media are different in Europe, and it would be difficult to create a global campaign.
C) literacy rates are significantly lower in Europe, and print ads would be ineffective.
D) research indicates that Europeans do not eat pizza as often as Americans.
E) domestic advertising agencies cannot earn commissions on advertising they place overseas.
Language Differences
The variations and distinctions in syntax, grammar, pronunciation, and vocabulary among languages, which can create communication barriers and cultural misunderstandings.
Global Marketers
Professionals or organizations that design, create, and implement marketing strategies tailored to appeal to international markets and cultures.
Crustless Pizza
A pizza variation that omits the traditional dough base, focusing on toppings only.
- Understand the influence of cultural, subcultural, and consumer role distinctions on international marketing approaches.
- Evaluate the role of sociocultural variables in shaping international marketing beyond advertising activities.
Verified Answer
Learning Objectives
- Understand the influence of cultural, subcultural, and consumer role distinctions on international marketing approaches.
- Evaluate the role of sociocultural variables in shaping international marketing beyond advertising activities.
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