ed appeal for the majority of the people. Mosttimes this could be the least expensive strategy. When it ishard to translate promotional messages or to adapt anoverall promotion to local customs, companies market oneproduct. This promotion is designed to market one productbut vary its promotions. Some products are well knownamong the nation and need little advertising. Theadvertisement can be on American influence located inChina. If a theme works exceedingly well in one country,then it naturally becomes very tempting for a firm to want touse it in another country. There is a big risk involved indoing this, because admirable themes are culturallyoriented. For example, consider the very popular Marlboroadvertisements. The Marlboro man projects a strongmasculine image in America and in Europe. In Hong Kong,attempts to use this advertisement were unsuccessfulbecause the urban people did not identify with horsebackriding in the countryside. Several firms have tried to useold, reliable promotional methods in countries where theysimply do not work. Billboard advertisements, for example,are perfectly legal in most parts of the Middle East, but itdoes not mean one should use them. In some casescompanies have been know to advertise in the wronglanguage. Such mistakes can cause major problems. It is often the promotional strategy that creates mistakes.The perception of the product characteristics plays animportant role in the international marketing strategy. Onemust realize that the importance’s of a certain product traitsvary from country to country. Multinational corporations,therefore, must consider varying promotional tactics.Adapting the product but using the same promotional mix isa strategy used when a product will not appeal to differentlocal tastes. For example an American cheese companymay need to use different ingredients when making creamcheese for the markets of different countries. The mostexpensive strategy is adapting to bot...
