tationof the package is often needed to attract customers to theproduct. Many times adaptation is also used to maintain aproduct’s righteousness in a unique environment. A firm isoccasionally forced to modify both the product and thepackage to create an appropriate product for the newmarket. Some products may require more technicalmodification than others may. Measurement systems varybetween countries, and often components need to beadjusted to cleave to local standards. The need for productadaptation has existed for many years. In 1857 England’sEast India Company possibly lost control of India becauseit failed to modify a product it provided. A product may bewell acceptable in markets, but may not sell if housed in aninappropriate package. Packages promote the product andthey protect it. International packaging must be able towithstand the journey. Some countries have exported theirproducts only to witness the return of crushed andhalf-empty containers. Packaging can sometimes bringembarrassment to a company. Medical containers made inthe U.S. drew unwanted attention because they carried theinstructions "Take off top and push in bottom." Thesemessages was harmless here in America, but were sexualand humorous connotations to the British. Often the choiceof package and product is difficult. Sometimes companieshave failed to sell their products overseas because of thepackaging of a product. Each firm must determine the areamost appropriate for its product. Determining the regionwhere it is most appropriate to market a product is not aneasy task. Wherever the location of these places, they mustbe found because market testing is essential in internationalmarketing.Many countries maintain regulations concerning theirproducts and packages. Countries have expectations thatforeign marketers will adhere to the rules. Failure to abideby the rules of a country can prove to be very costly. Thelegal and political atmosphere varies across...
