Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 12

Business buying occurs worldwide, so marketers need to be aware of cultural factors influencing business customers. In a small group, select a country and develop a multimedia presentation on proper business etiquette and manners, including appropriate appearance, behav-ior, and communication. Include a map showing the location of the country as well as a description of the country in terms of its demographics, culture, and economic history. (AACSB: Written and Oral Communication; Diverse and Multicultural Work Environments; Information Technology)