“Seek first to understand, then to be understood” is Habit 5 from Stephen Covey’s 7 Habits and in my opinion, this one simple statement sums up Marketing. Seek first to understand your customer, understand their needs and wants. Understanding the cultural-differences, government and political polices and how they relate to your company and products. Understand how they want to communicate whether it is in person or via a mass media outlet. Understand your products and determine how a customer might incorporate it in to their daily lives to the point of necessity; can you say iPhone! If marketing managers take the time to understand the marketplace, delivering a marketing campaign “to be understood” will be far more successful. In the words of Harvard Business School’s emeritus professor of marketing Theodore C. Levitt, "Marketing views the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."

Understanding the marketplace and all of the various nuances domestically is easy in comparison to understanding the marketplace internationally. According to Professor Jagdish Sheth of Emory University, “Almost all organizations began initially as domestically oriented firms. As they grew, and as the markets for their good and services expanded, organizations tended to evolve from their initial structures and operations on a replicative basis.” (Schultz & Kitchen, 2000). Organizations that partake in these types of activities are referred to as Multidomestic Organizations.

The transition to becoming a full integrated global company is a multi-step process, however during my reading, I discovered that most companies merely chose to establish an entirely new company in the region thus making it a domestic entity an avoid creating a global company. No matter, which route a company chooses, understanding is the key to a successful marking plan but if marketing managers do not take the time to understand the “Buyer” how can “Sellers” assume they will be understood.