CLEP Marketing

Answer: C - Jacob is a marketer with a large furniture manufacturing company that specializes in environmentally sound furniture. Prior to a business trip to Indonesia, Jacob decides to reduce the likelihood of ethnocentrism by reading more about the differences between American hospitality and Indonesian hospitality. Ethnocentrism is a value judgment that individuals make of other cultures by using the standards of their own cultural values and orientation. The likelihood of viewing another culture through the lens of one’s own has potential negative consequences, such as being viewed as ignorant or narrow-minded. For Jacob, it would be important to learn Indonesian cultural and business values before attempting to market his company’s products in the country.