In dealing with unfamiliar markets, marketers must be aware of the frames of reference they are using in making their decisions.

Question

Quizplus · Accepted Answer

In dealing with unfamiliar markets, marketers must be aware of the frames of reference they use in making their decisions or evaluating the potential of a market, because judgments are derived from experience that is the result of acculturation in the home country.

In Dealing with Unfamiliar Markets, Marketers Must Be Aware of the Frames