The text describes four kinds of company-agency-customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication?
A) company-agency-customers
B) company-agency-local agency-customers
C) company-foreign agency-customers
D) company-foreign agency-Internet-customers
E) company-Internet-customers

Question

Quizplus · Accepted Answer

The company-agency-local agency-customers relationship is better suited for managing the cultural barrier across the chain of communication because the translation (in the broadest sense of the term-that is, of both questionnaires and reports) is worked out between employees of the international marketing research agency. Refer Exhibit 8.2-Managing the Cultural Barrier in International Marketing Research.

The Text Describes Four Kinds of Company-Agency-Customer Relationships That Might