1. Cross-Cultural Consumer Behavior

2. The Imperative to be Multinational
Global trade agreements EU
NAFTA
Increasing exposure to other cultures
Country-of-origin effects

3. Differences in Lifestyles and Beliefs
Differences in language and meaning
Verbal language
Non-verbal language
How consumers of a given culture think, read, and write language

4. Differences in market segmentation opportunities
Income, SES, age, and sex of target consumers may vary dramatically between any two countries
Global middle class is emerging

5. Differences in consumption patterns
Differences in the perceived benefits of products and services
Differences in the criteria for evaluating products and services

6. Differences in economic and social conditions and family structure
Differences in marketing research conditions

7. Multinational Strategies
World brand
A product that is manufactured, packaged, and positioned in the same way in every culture in which it is sold

8. Adaptive global marketing
Adapt advertising message to specific cultural values
Adapt product to honor cultural values

9. Product Recognition Continuum

10. Framework for Alternative Global Marketing Strategies

11. Framework for Determining Program Standardization
Target
Market
Market
Position
Nature
Of Product
Degree of Program
Standardization
Performance in
Program Markets
Environment
Organization
Factors