The increasing volatility of currencies can directly influence pricing and general marketing costs. Purchasing power and the distribution of wealth vary widely in international markets and fluctuate with economic growth and decline. Additionally, the unique costs of promoting, advertising, and distributing a product in each overseas market must be considered. Finally, the general level of competition in the market will have a direct influence on marketing in a foreign country. An increasing awareness of other cultures, in part due to travel and communication, continues to change the global marketing environment.
Culture is, by definition, a learned behavior and, therefore, is adaptive.
Thus, it is possible for cultures to influence each other via media or other sources of mutual contact. An example of the latter, might be the Hispanic, Spanish-speaking population in the United States. A well-developed understanding of the cultural uniqeness of each target market is critical to global marketing success. Corporations geared to this new reality benefit from enormous economies of scale in production, distribution, marketing, and management. . . . Gone are accustomed differences in national or regional preference. . . .