Examines the need for companies in a multicultural environment to be aware of cultural differences in order to shape messages for different markets and market segments.
Written in 1995; 1,575 words; 7 sources; $ 55.95
From the Paper:
"With the current emphasis on the global marketplace, researchers are pointing out the fact that consumers in different cultures may react differently to marketing messages. These consumers may evince different consumer behavior which needs to be understood and accommodated by companies whose products cross borders. Indeed, market research has shown that companies in a multi-cultural environment such as the United States must be aware of cultural differences in shaping messages for different markets and even different market segments. Thus, purchasers from the Hispanic population may have different buying patterns than those from the Chinese population. International marketers are becoming more aware of the need to tailor messages differently depending on whether the target market is Asia, Europe, Latin America, Africa, or the Middle East."
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