are cultural differences that important in our modern society why talk about between national cultures create opportunities for growth and development but also can cause serious problems if they not understood mead 1998 cross marketing adaptation local standards hygiene safety particuliarities service maintenance distribution avoidance of unfavorable image imported products companies nationality or brand names adequate use symbols possible standardization experience effects economies scale international significant learning favorable brands exotic ethnic appeal lifestyle studies how time is spent importance things around them beliefs socioeconomic characteristics targeting hispanic american consumers issues studying subcultures consumer behavior stronger preference well established prefer to shop at smaller stores some shifting food shopping non style supermarkets youths more fashion conscious figure 13 4 linguistic challenge reaching the african audience two alternate strategies running all advertising general mass media additional special selected directed exclusively americans asian where
