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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 13: Cross-Cultural and Global Influences
- To consider cross-cultural factors that require marketers to adapt strategies to individual countries.
- To consider global trends that are creating greater similarity in needs and values across countries.
- To understand the marketing implications of changing societies abroad.
- To understand differences in cultures in the biggest markets American businesses participate in: Europe, Asia, and Eastern Europe.
- To describe the advantages and disadvantages of a cross-cultural (adaptive) versus a global (standardized) approach in marketing abroad.
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