1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... to their cultures. Both consumer behaviour and business practices are performed to a large extent by the culture within which they take place. Therefore, in order to match the marketing mix with consumer preferences, purchasing behaviour, and product-use patterns in a potential market, marketers must have a thorough understanding of the cultural environment of that market, i.e. marketing cross-culturally. However, this is by no means to suggest that ... , will result in research that is neither valid nor reliable. Marketers often use scaling methodologies borrowed from psychological rese...
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- Approx Pages: 10
- Grade Level: Undergraduate