How does culture affect an international firm's product policy? How can hiring local sales representatives help international firms overcome many cultural barriers in marketing?

What will be an ideal response?

International firms often must adapt their products to meet the cultural needs of local markets. One typical adaptation is to change the labeling on the product's package into the primary language of the host country. Often the ingredients of food products are modified to better please local palates. Culture also plays a role in what product features customers like and dislike. Firms that hire local sales representatives can be reasonably confident that those individuals understand the local culture, norms, and customs. Personal selling promotes close, personal contact with customers. Personal selling makes it easier for the firm to obtain valuable market information. Knowledgeable sales representatives are an excellent source of information that can be used to develop new products and/or improve existing products for the local market.