... " (Joynt & Warner 1996, adapted from Terpstra & David). There are a variety of issues that affect all marketing research. This essay will give a brief insight into cross-cultural marketing and attempt to examine four cross-cultural issues that concern international marketing research: Measurement ... focus on cultural differences only to adjust marketing programs to make them accepted by the consumers in various markets. In contrast, successful marketers should also seek out cultural similarities in order to identify opportunities to implement a modified standardized marketing mix. ... ...

• Word Count: 2515
• Approx Pages: 10
• Grade Level: Undergraduate