Many international marketers turn to countertrade , marketing exchanges in which customers pay for their purchases with local products instead of money. B. Social and Cultural Influences 1. No two nations or cultures are exactly alike. Language a. Marketing communication in another language can be challenging. The world's 200 countries and territories use about 3,000 different languages and dialects.
Cultural differences can present opportunities and challenges.
An international marketer has to avoid ethnocentrism , the assumption that your culture is superior to others. Business Customs a. To be effective in another country, you should be familiar with local business customs. Overseas business customs may reflect ethical values at odds with those of the home country. Bribes aren't considered unethical in many countries, but are illegal for U.S. marketers.