1. Why is defining the problem and establishing research objectives the MOST critical step in the marketing research process? Why is the step even more critical in international marketing? Can you find an example of a company that incorrectly defined its international marketing problem?

2. Theresa hired Contractor to construct a large office building. Theresa’s duty to pay Contractor was conditioned on receipt of a statement from her architect that the building complied with the terms of the contract. Contractor completed the building but used the wrong color fixtures in the bathrooms. The architect refused to approve the work. Did Contractor substantially complete its contract and is Contractor entitled to payment, why or why not?