Cultural Factors

Savvy marketers carefully study the culture and customs of each country or region where they want to sell their products, to better understand the cultural factors that can affect buyers and the buying organization. For example, in Germany, businesspeo-ple prefer to be introduced by their full, correct titles, and they shake hands at both the beginning and the end of business meetings. As another example, both Korean and Japanese businesspeople observe Confucian ethics based on respect for authority and the primacy of the group over the individual.20 Marketers that sell to firms in other nations must be aware of such cultural attitudes and practices, because they permeate business-to-business transactions.

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