Final answer:
The primary obstacles to international marketing success are a person's self-reference criterion and associated ethnocentrism, which can result in misunderstandings and conflicts in diverse cultural settings.
Step-by-step explanation:
The primary obstacles to success in international marketing are a person's self-reference criterion and an associated ethnocentrism. The self-reference criterion refers to an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. Meanwhile, ethnocentrism is a belief or attitude that one's own culture is better than all others, which can lead to misunderstanding and conflict when interacting with diverse cultures in international markets. Reducing the impact of self-reference criterion and ethnocentrism is crucial to better comprehend and effectively engage with different cultures in the realm of international marketing.