Opening Vignette: "Nestle Stays Local While Levi Strauss Goes Global"

1. The International Dimension of Consumer Behavior
2. Cultural Variations Influencing Consumer Behavior
   1. Consumer Customs and Values
   2. Product Preferences
   3. Language
   4. Symbols
   5. Economic Environment
3. Global Influences on Consumer Behavior
   1. Worldwide Communications
      1. The Role of the Internet in Global Communications
      2. Mainstreaming
   2. Universal Demographic Trends
   3. Decrease in Trade Barriers
   4. Americanization of Consumption Values
4. Strategic Applications of Cross-Cultural and Global Influences
   1. Localized Strategies
   2. The Limits of Localized Strategies
   3. Global Strategies
   4. Limits of Global Influences
   5. Flexible Globalization
5. Societal Implications of Cross-Cultural Influences