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Cross-Cultural Consumer Behavior The Imperative to be Multinational Global trade agreements – EU – NAFTA Increasing exposure to other cultures Country-of-origin effects 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 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 Differences in consumption patterns Differences in the perceived benefits of products and services Differences in the criteria for evaluating products and services Differences in economic and social conditions and family structure Differences conditions in marketing research Multinational Strategies World brand – A product that is manufactured, packaged, and positioned in the same way in every culture in which it is sold Adaptive global marketing – Adapt advertising message to specific cultural values – Adapt product to honor cultural values Product Recognition Continuum Framework for Alternative Global Marketing Strategies Framework for Determining Program Standardization Target Market Market Position Nature Of Product Environment Organization Factors Degree of Program Standardization Performance in Program Markets