In the United States, people with golden tans are generally seen as attractive and possibly even well-to-do. However, in other countries, such as the Philippines, suntans are indicative of laborers and underprivileged people. A U.S. company planning on marketing a line of tanning lotions, bronzing creams, and salves for sunburns globally realizes it is important to select an advertising agency that truly understands each foreign market. The company should:

In the United States, people with golden tans are generally seen as attractive and possibly even well-to-do. However, in other countries, such as the Philippines, suntans are indicative of laborers and underprivileged people. A U.S. company planning on marketing a line of tanning lotions, bronzing creams, and salves for sunburns globally realizes it is important to select an advertising agency that truly understands each foreign market. The company should:

In the United States, people with golden tans are generally seen as attractive and possibly even well-to-do. However, in other countries, such as the Philippines, suntans are indicative of laborers and underprivileged people. A U.S. company planning on marketing a line of tanning lotions, bronzing creams, and salves for sunburns globally realizes it is important to select an advertising agency that truly understands each foreign market. The company should:



A. use a U.S.-based international agency.

B. use a U.S. based agency that has a few offices in foreign countries. 

C. use local agencies for each country it wants to enter.

D. use a superagency with global marketing capabilities. 

E. use a globalized marketing strategy.



Answer: C.


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