The document discusses learning objectives around culture and global marketing opportunities. It defines culture and discusses key tenets, including that culture is comprehensive, cultures differ significantly, and culture isn't prescriptive. Marketers have four options when tackling global opportunities: using a global strategy, local strategy, or two hybrid strategies of customizing either the product or communications. To develop effective strategies, marketers should conduct cross-cultural analysis considering linguistic, legal, advertising, and macro factors to understand consumer behavior. The first step in acculturating consumers is understanding their behavior regarding a company's product.