 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
The Meaning and Nature of Culture
Internet Exercises- Identify three global (international) companies that have a domain on the
WWW. Visit and study each of these web sites. How do you feel these companies
have adapted their web sites to meet the cultural and national/regional needs
of consumers in foreign countries? Do you feel that these companies have truly
developed globalized or localized marketing strategies based on what you find
on their web sites? Why or why not?
- Go to www.fromages.com. Spend time
on the site getting a grasp of the marketing strategies employed for their
customers. Sixty-five percent of their business is done in the United States.
Now find another "domestic cheese" site on the WWW. What do you
feel are the cultural differences/similarities of these two e-tailers who
sell primarily to the U.S. market? Overall which site do you prefer and why?
Do these sites reflect a situation where tastes are becoming more similar
worldwide?
- Using the government's "Country Commercial Guide" site (which
can be accessed through Google) explore the cultural differences between the
U.S. and Brazil. Research the cultural business differences between the two
countries.
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2002 McGraw-Hill Higher Education