Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is prepari
ng 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 her field of experience is different from that of her audience? 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 don't read.
The correct answer is A) The name of the product, when translated into Greek, has an unintentional meaning.
Explanation:
In business, communication problems can emerge due to a difference in language that prevents the business from communicating appropriately its purpose, name, slogan, and from advertising its products. This mainly occurs if the translation does not reflect the original meaning or there are cultural features that create a barrier.
This situation occurs in "The name of the product when translated into Greek, has an unintentional meaning" because due to the lack of experience of the manager in Greece and the differences in language, she does not know how to communicate in Greek the name of the company, which creates a communicative barrier as Greek customers will not understanding the real meaning of the company.
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