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Question
Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because of this type of difference?
A. The name of the product, when translated into Greek, has an unintentional meaning.
B. Her target audience is strongly ethnocentric.
C. The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E. The ads are in trade journals that Greek hospital administrators do not read.
Answer
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