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 A4.4 Exercise: Cross-cultural consumer behaviour and the standardization/adaptation of service offers
 A4.5 Exercise: Multidomestic versus Global
o 5 Local consumers and the globalization of consumption
 5.1 Free trade doctrine and the denial of cultural variety in consumers' tastes
 5.2 The global convergence of consumption patterns
 5.3 The emergence of a global consumer culture
 5.4 Local products and consumption experiences
 5.5 Local consumer cultures and resistance to change
 5.6 Emergent patterns of a mixed local/global consumer behaviour
 Questions
 Notes
 References
 Appendix 5 Teaching materials
 A5.1 Case: Setting the stage – Disneyland Resort Paris
 A5.2 Case: Papa Ingvar's worries
o 6 The convergence of marketing environments worldwide
 6.1 Local marketing environments
 6.2 Marketing: Borrowed concepts and practices
 6.3 Regional convergence
 6.4 A diverse marketing environment: The European Union
 6.5 A changing marketing environment: Eastern Europe
 6.6 A challenging marketing environment: East Asia
 6.7 Limitations to the worldwide convergence of marketing environments
 Questions
 Note
 References
 Appendix 6 Teaching materials
 A6.1 Case: Muslim Cola: Cola wars or cola crusades?
 A6.2 Case: Odol
o 7 Cross-cultural market research
 7.1 Equivalence in cross-cultural research
 7.2 Translation equivalence
 7.3 Measure equivalence
 7.4 Comparability of samples
 7.5 Data-collection equivalence
 7.6 Researching internationally
 7.7 Conclusion
 Questions
 Notes
 References
 Appendix 7 Teaching materials
 A7.1 Case: Mobile phones in the European Union
 A7.2 Exercise: Hair shampoo questionnaire
• Part 3 Marketing decisions for the intercultural environment
o 
 Introduction to Part 3
o 8 Intercultural marketing strategy
 8.1 Cost arguments and global strategies
 8.2 The globalization of competition
 8.3 Globalization of international marketing strategies
 8.4 Market segments
 8.5 Conclusion
 Questions
 References
 Appendix 8 Teaching materials
 A8.1 Case: Bollywood
 A8.2 Exercise: Dangerous Enchantment
o 9 Product policy 1: Physical, service and symbolic attributes
 9.1 Adaptation or standardization of product attributes
 9.2 Physical attributes
 9.3 Service attributes
 9.4 Symbolic attributes
 Questions
 Notes
 References
 Appendix 9 Teaching materials
 A9.1 Case: Movies worldwide
 A9.2 Case: Fastfood: Halal or Haram?
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