I n t e r n a t i o n a l M a r k e t i n g

Summary• Environmental considerations significantly affect theattitudes, behavior, and outlook of foreignbusinesspeople• Varying motivational patterns inevitably affect methodsof doing business in different countries• The international trader must be constantly alert andprepared to adapt when necessary• No matter how long in a country, the outsider is not alocal – in many countries that person may always betreated as an outsider• Assuming that knowledge of one culture will provideacceptability in another is a critical mistake5-32