C
Californian Forestry Association 85
case studies
British supermarket 's misplaced marketing strategy 311 “12
future/past confusion 317 “19
German dairy products go sour in the Netherlands 314 “15
globalizing beer company 313 “14
importance of titles 315 “16
serving hot breakfasts to US passengers 309 “11
silent eater 316 “17
Chartered Institute of Marketing 4
China 63 “4, 78 “9, 91 “2, 98 “9, 112 “13, 121, 127 “8, 187
Club Mediterranee (Club med) 64, 93
Coca-Cola 99, 172 “3, 178, 289
competence
cross-cultural 17
described 9
marketing 10
competition 27, 76, 281 “2
consumers see customers/consumers
cost-benefit analysis 297 “302
cultural difference 11, 40 “2
explicit/implicit 49
marketing dilemmas 47 “50
marketing techniques 48 “9
recognize 42 “3
reconciliation 43 “4
respect 43
culture 23
clash 8 “9
concept 7
definition 48
ideographic/nomothetic approaches 47 “50
importance 7 “8
layers 15
as meaning 48 “50
Culture Compass OnLine 248 “51
customers/consumers 5, 6, 27 “8
choice 27 “8
country orientations 112 “13
identification 247 “8
as king 111 “12
loyalty 29, 66
mentoring 259
personal service 256
self-sacrificing 66 “7
service 80 “1, 89, 124 “5
variety/diversity 240 “1