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Belch: Advertising and I II. Integrated Marketing I 4. Perspectives on I I © The McGraw-Hill

Promotion, Sixth Edition Program Situation Analysis Consumer Behavior Companies, 2003

Exhibit 4-19 Ads targeted to subcultures have direct implications for advertising. Marketing researchers monitor these changes and their impact on the ways companies market their products and services.

While marketers recognize that culture exerts a demonstrable influence on consumers, they often find it difficult to respond to cultural differences in different markets. The subtleties of various cultures are often difficult to understand and appreciate, but marketers must understand the cultural context in which consumer purchase decisions are made and adapt their advertising and promotional programs accordingly.

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