AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand what culture is, and why and how it is influential in terms of consumer behavior.
2. Understand what cultural values are, and how they act to influence behavior.
3. Understand what is meant by cross?cultural variations in nonverbal communication, and why this understanding is important to marketers.
4. Be able to develop a cross?cultural approach to the design of marketing strategy.