In international business, marketing is important because it:

In international business, marketing plays a crucial role in helping companies adapt their offerings to different cultural contexts. This adaptability is essential because what may be appealing in one market could be completely inappropriate or ineffective in another due to variations in consumer preferences, cultural norms, and local practices. Marketing strategies that consider these differences enable businesses to resonate with local consumers, enhancing customer satisfaction and engagement.

By understanding the unique characteristics and behaviors of different market segments, companies can tailor their products, pricing, promotion, and distribution strategies accordingly. This approach not only helps in meeting the specific needs and expectations of diverse customer bases but also fosters better relationships between the company and its international customers, ultimately leading to greater success in global markets.

The other options reflect misunderstandings about the broader role of marketing in international business. Standardization across markets, while beneficial in certain contexts, might not take into account the significant cultural differences that require variation in strategy. Focusing solely on advertising overlooks the comprehensive nature of marketing, which encompasses research, planning, and implementation of strategies beyond just promoting products. Lastly, eliminating the need for market research can severely hinder a company's ability to understand and adapt to local markets, undermining its potential for success.