Final answer:
In export-marketing programs, it's important to use culturally relevant literature as opposed to localized literature to effectively connect with an international audience. Marketing materials should resonate with cultural references and language that are understood by the target market.
Step-by-step explanation:
The vice president of sales and marketing is implying that in export-marketing programs, the approach to international markets should use culturally relevant literature, as opposed to literature that may be considered too localized or specific to the company's home market. By creating marketing materials that resonate with the cultural reference points and language of the target international audience, businesses can ensure better connection and engagement with potential customers. Just as in academia where professors may write profiles appealing to different audiences using various English varieties, in business, especially in marketing, it's crucial to choose language and references that will resonate with the target audience.
For example, if a company uses specific literary examples such as 'Through its contrasting river and shore scenes, Twain's Huckleberry Finn suggests that to find the true expression of American ideals, one must leave 'civilized' society and go back to nature', this might not connect well with an international audience unfamiliar with American literature. Instead, utilizing more universally understood cultural references or values could prove more effective.