| broadcast footprint | The geographical area in which there is reception from a satellite transmission.
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| context | The nonverbal elements surrounding a message.
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| cultural cohort | A group of people from multiple cultures who share a common characteristic.
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| cultural imperialism | The impact that a dominant culture has on another, less dominant culture.
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| culture | (1) The learned behaviors of a people that come from traditions passed on from generation to generation. (2) Group values based on traditions and a distinctive history.
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| developed markets | Markets in which consumption patterns are focused more on wants and desires than on basic needs.
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| developing markets | Markets in which consumption patterns are clearly expanding from necessities to wants and desires.
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| domestic marketers | Companies that focus their marketing effort on their home countries (also called national marketers).
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| global marketers | Companies that consider their market to be just one-the world.
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| global strategy | See standardization strategy.
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| high-context culture | A culture in which meaning is determined by nonverbal cues, social relationships, and indirect communication such as metaphors and aphorisms (statements of principles).
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| localization strategy | An international MC strategy in which brand messages are customized to make them compatible with each country's culture and local needs and wants (also called a multinational strategy).
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| low-context culture | A culture in which less emphasis is placed on the social context and more emphasis is placed on words, directness, and time (deadlines and schedules).
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| media convergence | The bringing together of phone, television, and the computer, along with a variety of other new technologies, such as smart cards, pagers, personal digital assistants, and satellite navigational systems.
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| multinational marketers | Companies that market products in several different countries.
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| national marketers | See domestic marketers.
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| standardization strategy | An international MC strategy in which the same basic brand message is used in all countries (also called global strategy).
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| undeveloped markets | Markets in which consumption patterns remain focused on basic needs.
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| values | Enduring points of view that a certain way of thinking and behaving is preferable to a different way of thinking and behaving.
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