In the world of globalization, companies are struggling to gain the maximum profits by expanding their operation internationally because selling products merely in domestic markets is not enough. As a result, global marketplaces become more attractive. However, doing so, companies have to face new environments with political, economic and cultural difference. Failing to deal with any of these can cause companies damage.

In this essay, a focus is placed on cultural influences. Because there are both differences and similarities in various cultures, the task for global marketers is both to adapt to local characteristics and also to take advantage of shared cultural characteristics. (Keegan 1999, 59) In particular, a deep cultural understanding can lead to competitive advantages for companies. This raises the question of what practice is the best to develop cultural understandings for marketing staff within an organization. One of the most popular methods is the cross-cultural training. Therefore, the purpose of this essay is to evaluate the effectiveness of the cross-cultural training (CCT) as a mean to enhance marketing profitability. Fir

It is feasible for marketing staff to obtain deep cultural understandings resulting from the sufficient systematic provision of the cross-cultural training. Possibly, certain additional methods of the cross-cultural training might be developed in order to make the training more effective to increase profitability. In the future, because companies having experienced various cultural issues will be more aware of this, the importance of this training might increase and become common practice.

Because of the short-duration problem, it is crucial that training should be perceived as a process. In training, certain abilities and skills considered important to international operations such as leadership, initiative, motivation, emotional stability, cultural sensitivity, ability to deal with responsibility etc. cannot be acquired on a short-term basis. Longer period of time is needed to gradually develop these characteristics. Therefore, it is practical to develop these capacities early in a manager¡¯s career by a systematic process of preparatory training. (Baumgerten 1995, 219)

In the context of global marketing, cultures are forces that shape and affect individual and corporate behavior in the marketplace. (Keegan 2003, 132) In order to gain a high portion of market share, global marketers need to be aware of any influencing cultural characteristic related to marketplaces that they are operating in. Problems may arise when a person from one culture has to adjust to others¡¯ culture. In business practices and marketing processes, an inability to deal with culture issues might cause companies difficulties. Global marketers need to be aware of certain influencing characteristics of cultures. These are language and communication, attitudes, beliefs and values, religion, manners and customs, aesthetics, material elements, education, and social institution. (Czinkota and Ronkainen 1995, 132)

st, it examines the goals and techniques of CCT. Then, some problems are addressed. Finally, it provides some suggestions for the more effective CCT.

Some topics in this essay:
Czinkota Ronkainen, Global Marketing, France EuroDisney, Samsung Keegan, EuroDisneyland American, CCT Culture, cross-cultural training, Europe France, czinkota ronkainen, ronkainen 1995, keegan 1999, baumgerten 1995, czinkota ronkainen 1995, cultural understandings, global marketing, theme park, global marketers, preparatory training, global marketers aware, training baumgerten 1995, deep cultural understandings, methods cross-cultural training,