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1593.3 Approaches to European Commercialization Practices17. What does alterity refer to in an international business context?The failure to understand cultural differencesThe recognition and understanding of cultural, social, or economic differences between trading partnersThe homogenisation of different cultures in businessIgnoring the %u201cotherness%u201d of business partners18. In a sales meeting, which of the following is an example of a step that should be taken during the needs assessment phase?Discussing the innovative features of the productAsking the customer open-ended questions about their needsMaking a saleDiscussing the initial cost of the product19. What is the importance of the presentation phase in a sales meeting?To focus only on the product featuresTo compare the product with others on the marketTo highlight the benefits of the product that align with the customer%u2019s needsTo ignore the customer%u2019s needs and focus on the product20. What does the chapter suggest is important for effectively reaching customers in a European context?A local salesperson speaking the country%u2019s languageA salesperson who only speaks EnglishIgnoring cultural and regional differences among European customersA salesperson who avoids face-to-face meetingsNOYESNO NO NO YESNO NO NONO YESNO YESNO NO NO