The Array Model of Multiplication
IT IS CUSTOMARY TO TEACH MULTIPLICATION TABLES IN THE USA UP TO 12 x 12 BECAUSE THE COUNTRY WAS ONCE PART OF THE BRITISH EMPIRE
If you have an array of cells that is 3 on one side and 4 on the perpendicular side then the product is an area of 12 .
If you have an array of cells with 3 rows and 4 columns and you multiply 3 rows by 4 columns the product is 12 row*columns.
Use this applet to understand what multiplication in the array model really means.