3. Examine the following comparison of cultural values in Mexico and the United States. You have been asked to formulate a policy for marketing automobiles to consumers from each of these countries. What features should you emphasize in cars? What attributes should you emphasize in advertising cars? Typical values of Mexico Leisure considered essential for full life Money is for enjoying life Long-term orientation Strongly male-dominated society Relatively collectivistic society Relationships are strong valued Typical values of the United States Leisure considered a reward for hard work Money is often an end in itself Short-term orientation Men and women are relatively equal Strongly individualistic society Getting the transaction done is more important than building lasting relationships Subordinates are used to being assigned tasks, Subordinates prefer higher degree of autonomy not authority

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