MKTG 3850
Buyer Behavior & Relationship Marketing
Worksheet 15 Chapter 13: Cross-Cultural Consumer Behavior
1. List and describe two factors that could influence a brand’s marketing
communications in different cultures. Write 3-4 sentences for each factor,
and provide an example of an ad for a US brand that you have seen in the
US that illustrates the potential for ineffective communication in another
culture.
2. Refer to Table 13.2, which relates to cross-cultural analysis, in particular
the differences among consumers in different cultures. Pick two of these
differences; explain each one, and provide an example of this difference,
other than the example given in Table 13.2. 3. Pick one well-known American brand, and list and discuss three ways in
which the marketing strategy for the brand would be different in a country
outside the United States. Be sure to say which country you are talking
about.
NOTE: Marketing strategy refers to decisions related to factors such as
segmentation and targeting; positioning; product strategy; pricing strategy;
distribution strategy; marketing communications strategy; and marketing
research.
4. List and describe three factors that are providing increasing global
marketing opportunities for marketers. Write 3-4 sentences about each
factor.
