16. In a literal sense choosing to use a standardized international marketing strategy involves offering identical product lines at identical（_______） through identical （_______）systems, supported by identical （_______）programs, in several different countries.
17. International marketing activities require considerable familiarity with multiple marketing environments and their culture and （_______）practices, international （_______）rate determination and the various （_______） pressures which affect the firm.
18. Language is perhaps the most obvious difference between cultures and has been described as s cultural mirror which reflects the （_______） and （_______） of the culture it represents. Language is human （_______）not just a collection of words and sounds.
19. Political risk in international business exists when（_______） occur in the business environment, when they are difficult to （_______） and when they result from political change .To constitute a risk ,these changes in the business environment must be capable of （_______）affecting the profits or other goals of the firm.
20. Cost effectiveness is an important decision area for the firm. At the same time it is essential that factors other than cost are considered simultaneously. An effective way of evaluating these factors is to use a framework based on Cateora’s five Cs, namely: （_______）, character ,（_______）,（_______）,and cost.

16. In a literal sense choosing to use a standardized international marketing strategy involves offering identical product lines at identical（_prices_） through identical （_distribution_）systems, supported by identical （_promotional_）programs, in several different countries.