سؤال قراءة ستيب محلول — فهم التفاصيل (تدريب 6272)

(1) In marketing, a seller must understand the ways that consumers in different countries think about and use certain products before planning a marketing program. There are often surprises. For example, the average French man uses almost twice as many cosmetics and grooming devices as his wife. The Germans and the French eat more packaged branded spaghetti than Italians do. Some 49 percent of Chinese eat on the way to work. Most American women let down their hair and take off their makeup at bedtime, whereas 15 percent of Chinese women style their hair at bedtime and 11 percent put on makeup. (2) Business norms and behavior also vary from country to country. For example, American executives like to get right down to business and engage in fast and tough face-to-face bargaining. However Japanese and other Asian businesspeople often find this behavior offensive. They prefer to start with polite conversation, and they rarely say no in face-to-face conversations. As another example, South Americans like to sit or stand very close to each other when they talk business - in fact, almost nose-to-nose. The American business executive tends to keep backing away as the South American moves closer. Both may end up being offended. (3) By the same token, companies that understand cultural differences can use them to their advantage when positioning products and preparing campaigns internationally. Consider LG electronics, the $63 billion-dollar South Korean electronics, telecommunications and appliance powerhouse. LG now operates in more than 60 countries and captures more than 81 percent of its sales from markets outside its home country. LG’s global success rests on understanding and catering to the unique characteristics of each local market through in-country research, manufacturing and marketing. What is one important idea about marketing in Paragraph ((1)?