Valery Bondarenko - Marketing and Pricing стр 8.

It is not easy to understand the behavior of consumers, even the same country. And to understand and meet the needs of customers in different countries even more difficult. Purchasers all over the world, of course, something similar, but they are often values; attitudes and behavior are very different. Marketers working in the international market need to understand these differences and accordingly modify their products and marketing programs.