Perhaps no other aspect of globalization has posed more difficulties to marketers than culture. Outsiders often have trouble understanding detailed meanings associated w/ proper communication in a foreign culture. U(cid:374)dersta(cid:374)di(cid:374)g a(cid:374)other (cid:272)ou(cid:374)try"s (cid:272)ulture is (cid:272)ru(cid:272)ial to the success of any global marketing initiative. Culture: set of values, guiding beliefs, understandings, & ways of doing things shared by members of a society, exists on 2 levels: visible artifacts & underlying values. Hofstede"s (cid:272)ultural di(cid:373)e(cid:374)sio(cid:374)s offer a(cid:374) effe(cid:272)ti(cid:448)e understanding of the subtle elements of a culture. Taken together, these dimensions enable marketers to group countries together according to their similarity on these dimensions & . :. engage in more efficient planning. Understanding consumer behaviour is understanding (cid:272)o(cid:374)su(cid:373)ers" (cid:272)ulture, particularly in global marketing. In israel, mcdonald"s kosher restaura(cid:374)ts use blue & (cid:449)hite (cid:272)olours of israel"s flag i(cid:374)stead of red & yello(cid:449) arch. In india, m(cid:272)do(cid:374)ald"s sells maharajah mac made from lamb instead of beef b/c cow is sacred in hindu culture.