There are many differences between European countries and the United States. The following are just examples:

CULTURAL: Advertising in many European countries often contains nudity. Some Europeans are not as concerned with body odor and cleanliness as are people in the United States.

SOCIAL: People in the United States are often more serious and aggressive about religion than people in some European countries. Sports fans (particularly those of soccer) in Europe are much more fanatic and violent; in some cases, large fences are needed to separate the fans of different teams.

ECONOMIC: European countries in general place a greater emphasis on public transportation (train and bus) than does the United States. Many European countries face much higher inflation rates than does the United States.

POLITICAL/LEGAL: In some European countries, bribes and payoffs are common business practices. Other countries allow the sale of narcotic drugs without prosecution. Prostitution is legal in some countries.

TECHNOLOGICAL: Most countries outside the United States use the metric system. Television and radio are often not as widespread as they are in the United States.

Based on your understanding of differences between European countries and the United States, how might a U.S. company’s marketing strategy be affected in each of the following situations?

a. The Walmart opens superstores in Germany.

b. McDonald’s opens a fast-food restaurant in Berlin, Germany.

c. The National Football League forms a team in Barcelona, Spain.

d. Federal Express begins overnight package delivery to Hungary.

e. Procter & Gamble begins to sell Safeguard soap in France.