LeQuient will be giving a sales presentation to a mixed audience and he wants to find out if the audience members are individualistic or collectivistic. He is likely to conduct a(n) .

D) multicultural analysis

Explanation:

LeQuient is giving a sales presentation to a mixed audience, that means that his audience will include members of different cultural backgrounds. He wants to determine which sales approach to use and therefore needs to try to understand the cultural diversity and characteristics of the audience. The best way to do so is by performing a multicultural analysis, since members of different cultures tend to engage in different buying processes. For example, Latinos, African Americans and Asians tend to buy certain products considering the needs of their families (collectivistic), while non Latin whites (people with northern European backgrounds) are usually more individualistic.

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