ABSTRACT
The USAA quotation from its website represents a cultural values proposition from USAA to current and past military families. This kind of cultural compatibility is the foundation upon which marketing plans are made when the “market” is multicultural. This chapter details how to acquire and exercise the skills of transmigration across often-invisible cultural boundaries. Shifting identity is natural for people in multicultural societies. Teenagers easily switch from an ethnic-influenced world at home to cohort-determined values at school. It is more difficult for marketing organizations to express multiple, sometimes conflicting, values.
