BA101 Introduction to Business International Business Module

Understanding Your Customer
� International marketing requires that you not
only have a good handle on the fundamentals
of marketing but also understand the context
of the culture that you are marketing to.
� Context is seen as one of the most important
cultural dimensions and most difficult to
define. Context has to do with how much you
have to know about a culture to communicate
effectively.
� All countries cultures fall within a continuum
of being either high context – low context –
or somewhere in the middle.