另一方面，适应学派的支持者反对标准化的支持者。Van Mesdag指出，在不同的国家有不同的规则和条例，语言也有差异。除此之外，还有其他因素，包括种族、地形、经济条件、政治稳定、职业和气候。
2.6 Practical Evidence 实际证据
A study was conducted where Canada, Us, France, Great Britain and Italy based MNCs, which operates in Nigeria were selected. The study included 17 different MNCs, including, 4 departmental stores, 5 soap and detergents, 2 health and cosmetics, 2 food and beverages, 2 soft drinks and 2 beer firms. These companies were chosen as the products which they offer are directly sold to entire population of Nigeria. The turnover of marketing, health products, and manufacturing companies were more than one hundred and fifty million naira, and for other companies including soap and detergents, soft drinks, beverages, food and beers were recorded one billion naira in the time period of 1997 and 1998. Interview was the primary method chosen for this survey, where conducting interviews were not possible, questionnaires were left to be completed and returned, for the respondents. The data obtained was very useful for the study of whether culture influences the marketing strategy of MNCs or not (Ekerete, 2001, p. 97).
进行了一项研究，选择了在尼日利亚经营的加拿大、美国、法国、英国和意大利跨国公司。该研究包括17家不同的跨国公司，包括4家百货公司、5家肥皂和洗涤剂公司、2家健康和化妆品公司、2个食品和饮料公司、2种软饮料公司和2家啤酒公司。选择这些公司是因为他们提供的产品直接销售给尼日利亚全体人民。1997年和1998年期间，营销、健康产品和制造公司的营业额超过1.5亿奈拉，包括肥皂和洗涤剂、软饮料、饮料、食品和啤酒在内的其他公司的营业额为10亿奈拉。访谈是本次调查的主要方法，在无法进行访谈的情况下，问卷由受访者填写并返回。所获得的数据对于研究文化是否影响跨国公司的营销策略非常有用。
The respondent were first questioned that, does their marketing operation covers the entire country. Where all the respondents admitted that they operate throughout Nigeria. To find out the influence of culture on the marketing activities of firms, respondent were asked, whether culture influences their marketing activities (Ekerete, 2001, p. 97-98).Table 4.1 represents the responses of respondents.
受访者首先被问及，他们的营销业务是否覆盖了整个国家。所有受访者都承认他们在尼日利亚各地开展业务。为了了解文化对企业营销活动的影响，受访者被问及文化是否影响他们的营销活动。
Table: 4.1Responses of respondents 表4.1代表了受访者的回答。
Table 4.1 illustrates that sales promotion, personal sales and distribution scores high among the respondents, which means that these marketing activities are influenced by Nigerian culture. In the northern Nigerian markets some products can’t be demonstrated or sold to Muslims as it is not allowed in Islam. Similarly certain health care product also can’t be demonstrated, distributed and sold in public, as general perception is that these products encourages prostitution. In northern markets, Charnel stores products such as Indian laces, brocade and other fabrics were increasingly sold, however in the southern Nigerian markets of shoes and suits, fashion design and western world fabrics were in demand. The reason behind this was that, the Arabic and other products which suited the weather conditions were preferred in the northern culture. While the southern culture has preference for products of cross cultural integration and accepted socialization from US and Europe. To identify that to what extent these cultural elements influence the marketing strategies of selected MNCs in Nigeria, Table 4.1.2 was constructed (Ekerete, 2001, p. 98).
表4.1显示，受访者在促销、个人销售和分销方面得分较高，这意味着这些营销活动受到尼日利亚文化的影响。在尼日利亚北部市场，一些产品不能向穆斯林展示或出售，因为伊斯兰教不允许这样做。同样，某些医疗保健产品也不能在公共场合展示、分销和销售，因为人们普遍认为这些产品鼓励卖淫。在北部市场，Charnel商店的产品，如印度鞋带、锦缎和其他织物的销售越来越多，但在尼日利亚南部的鞋子和西装市场，时尚设计和西方世界的织物需求旺盛。这背后的原因是，阿拉伯语和其他适合天气条件的产品在北方文化中更受欢迎。而南方文化则偏爱跨文化融合的产物，接受来自美国和欧洲的社会化。为了确定这些文化因素在多大程度上影响尼日利亚选定跨国公司的营销策略，构建了表4.1.2。
Table 4.1.2 illustrates that all the cultural elements such as aesthetics and ethnic values, religious beliefs, and language has exerted a significant amount of influ
