FIGURE 7-5
-Nestlé markets its Kit Kat (see Figure 7-5 above) bar globally, including Japan.In Japan, "Kit Kat" means "I hope you win." Experienced global marketers are concerned with _________ which involves using interpreters to ensure that words used in brand names or advertisements in a foreign market do not cause problems with or errors in meaning.

Question

FIGURE 7-5 
-Nestlé markets its Kit Kat (see Figure 7-5 above) bar globally, including Japan.In Japan, "Kit Kat" means "I hope you win." Experienced global marketers are concerned with _________ which involves using interpreters to ensure that words used in brand names or advertisements in a foreign market do not cause problems with or errors in meaning.

Quizplus · Accepted Answer

Back translation involves translating a message from one language to another, and then translating it back to the original language to check for accuracy and potential misinterpretations. It is a useful technique for global marketers to ensure that words used in brand names or advertisements in a foreign market do not cause problems with or errors in meaning.

FIGURE 7-5 -Nestlé Markets Its Kit Kat (See Figure 7-5 Above) Bar