1. Management at a U.S. company trying to market tomato paste in the Middle East did not know that, translated into Arabic, tomato paste is “tomato glue.” How could they have known in time to avoid problems? 2. Give examples of how the self-reference criterion might be manifested.

1. Management at a U.S. company trying to market tomato paste in the Middle East did not know that, translated into Arabic, tomato paste is “tomato glue.” How could they have known in time to avoid problems? 2. Give examples of how the self-reference criterion might be manifested.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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