Customers may make the first purchase out of curiosity. Media options vary from country to country. Local literacy rates, television ownership patterns, and local attitudes toward advertising also have an effect. The U.S. is a culturally diverse country. Marketing to people who belong to various microcultures is cross-cultural marketing.
Multicultural marketing requires sensitivity to the differences that set microcultures apart.
B. Understanding U.S. Diversity 1. Members of U.S. microcultures have unique characteristics, values, family roles, and lifestyles that affect buying behavior. It is essential to remain sensitive to the pitfalls of stereotyping. C. Planning Cross-Cultural Marketing 1. People of various subcultures have unique differences and interests, which pose both challenges and opportunities for marketers.