A major reason that firms are reluctant to engage in international marketing activities is the lack of sensitivity to differences in consumer tastes and preferences.

Question

Quizplus · Accepted Answer

This statement is true. Firms need to be sensitive to differences in consumer tastes and preferences in order to successfully market their products internationally. Failure to do so can lead to poor sales and a damaged brand reputation.

A Major Reason That Firms Are Reluctant to Engage in International