e understanding the individual’s behaviour within the cultural context. For example colours have different meaning in international markets, than the home market, in china brides wears red while white is the colour for grief. In the United States bride wears white, and black is considered to be the colour for grief (Lamb, Hair, & McDaniel, 2011, p. 202).
随着越来越多的公司在国际上扩大业务，了解外国文化的条件变得至关重要。如果一家公司不能应对其经营所在地的文化变化，那么它在特定地区销售产品的机会就很低。产品的感知和使用受到产品所具有的文化规则和价值观的影响。因此，在理解个人在文化背景下的行为之前，应该先了解文化。例如，颜色在国际市场上的含义与在国内市场不同，在中国，新娘穿红色，而白色是表示悲伤的颜色。在美国，新娘穿白色衣服，黑色被认为是悲伤的颜色。
Cultural difference and Fierce local competitions were the reasons due to which the world largest retailer Wal-Mart had to leave Korea, and experienced heavy losses. After Wal-Marts exit from Korea shortly it also left Germany, facing a loss of 1 billion as it failed to understand the German customers. Wal-Mart failed in Korea mainly due to cultural issues along with the legal environment and due to underestimating the international and local discounter competitors, Quoted in (Guffey& Loewy, 2010, p. 89).
文化差异和激烈的地方竞争是世界最大零售商沃尔玛不得不离开韩国并遭受重大损失的原因。沃尔玛离开韩国后不久也离开了德国，由于不了解德国客户，面临10亿美元的损失。沃尔玛在韩国的失败主要是由于文化问题和法律环境，以及低估了国际和当地折扣店的竞争对手。
2.3: What is marketing?什么是营销？
Ferrell and Pride (2010) described marketing as ”the process of distributing, pricing products, promoting and creating services, and ideas to smooth satisfying exchange relationships with consumers and maintaining and developing favourable relationships with stakeholders in a lively environment”(Pride & Farrell, 2010).
Ferrell和Pride将营销描述为“分销、定价产品、推广和创造服务以及想法的过程，以在活跃的环境中顺利满足与消费者的交流关系，并保持和发展与利益相关者的有利关系”。
2.4: Globalization of Markets 市场全球化
Trade between countries are increasing and barriers to international trade are being reduced by countries restless to increase the volume of their trade, which has exceeded domestic production. Relaxed monetary policies have made it easier to obtain financing anywhere in the world. These practices are called globalisation. (Cullen &Parboteeah, 2008, p. 7)
国家之间的贸易正在增加，国际贸易壁垒正在减少，因为国家急于增加其贸易量，而贸易量已经超过了国内生产。宽松的货币政策使世界上任何地方都更容易获得融资。这些做法被称为全球化。
Nowadays doing business internationally is usual. There are different businesses that have started operating outside their local markets, such as the Finnish mobile phones makers Nokia started operating in different fast growing markets such as India and China. Kallogg’s Pringles has started operating their business activities in China. American Multinational companies like Starbucks and McDonalds serve clients around the globe (Guffey & Loewy, 2010, p. 80)
如今，在国际上做生意很平常。有不同的企业已经开始在当地市场之外运营，比如芬兰手机制造商诺基亚开始在印度和中国等快速增长的不同市场运营。卡洛格旗下的品客已开始在中国开展业务活动。星巴克和麦当劳等美国跨国公司为全球客户提供服务。
In order to be successful in this inter-reliant global village American companies find it important to manage with the cultural issues, and adjust their products to other cultures. Chinese avoid hot fried food in summers as their perceptions are that two ”hots” do not balance as described in the Chinese philosophy Yin and Yang, which means that both life and nature must balance, opposing elements, had to be accommodated by Frito-Lay in China., alternatively in summers they have a preference for cool snacks. so in order to be in line with the Chinese market Frito-Lay offered cool lemon potato snacks sprinkled with mint and lime specks (Guffey& Loewy, 2010, p. 80).
为了在这个相互依存的地球村取得成功，美国公司发现处理文化问题并根据其他文化调整产品很重要。中国人在夏天避免吃油炸食品，因为他们认为两种“热”并不平衡，正如中国哲学阴阳中所描述的那样，这意味着生命和自然必须平衡，相反的元素，必须由中国的菲多利来适应。，或者在夏天，他们更喜欢凉爽的零食。因此，为了与中国市场保持一致，菲多利提供了撒有薄荷和酸橙斑点的凉爽柠檬土豆零食。
In order to expand their business; New York sandwich chain launched their new franchise NY Deli in Dubai. They did measured the cultural likings before starting their operations in Dubai, vinegar spirits and other beverages containing alcohol could not be sold in open markets of Dubai, and can only be served to in hotel rooms and to non- Muslims only. So they had to adjust their product offerings to the local culture, which they felt was necessary
