ABSTRACT
The United States market is one of contrasts, extremes, changes, and opportunities. Americans live in a nation of contrasts and diversity. The scale of the United States is difficult for its own citizens to fully comprehend, let alone an international marketer. In this chapter, we assess the changing nature of the United States marketplace; we provide an overview of its economic, commercial, and governmental activities; and we describe the form and conduct of business in the United States. The discussion emphasizes regional differences and similarities in American values, and their relevance to U.S. commerce. Finally, a “market focus” approach is suggested as a key to successful U.S. market entry.
