A(n) ______ scale measures attitudes in both their direction and ...

[jjjetplane]

A(n) ______ scale measures attitudes in both their direction and their intensity simultaneously.
 Fill in the blank(s) with correct word

Question 2

Explain the role of language capability in the effective conduct of business communications and transactions in international marketing.

[scrocafella]

Answer to Question 1

Stapel

Answer to Question 2

Language capability serves four distinct roles in international marketing:
1 . Language aids in information gathering and evaluation efforts. Rather than rely completely on the opinions of others, the manager is able to see and hear personally what is going on. People are far more comfortable speaking their own language, and this should be treated as an advantage. The best intelligence on a market is gathered by becoming part of the market rather than observing it from the outside.
2 . Language provides access to local society. Although English may be widely spoken and may even be the official company language, speaking the local language may make a dramatic difference.
3 . Language capability is increasingly important in company communications, whether within the corporate family or with channel members.
4 . Language provides more than the ability to communicate. It extends beyond mechanics to the interpretation of contexts.