International Marketing Management Essay

According to Glossary of Marketing (2010, p. 1), self reference criterion refers to “the assumption that a product can successfully be sold abroad on the basis of its success in the home market. ” cultural diversity is experienced in the global markets such that different people interact in the global markets. Marketers should recognize the fact that customers from different backgrounds have different cultural aspects. It is very important for marketers operating in the global markets to understand the cultural differences of their customers.Self reference criterion is an aspect which does not allow marketers to incorporate the culture of other people. As such, people believe that other people will accept their cultural believes and that there are no cultural conflicts between different cultural groups (Noth, Bishara, 2007). Businesses in the modern era are experiencing a lot of changes in terms of social, economic, technological, political and cultural aspects.