《市場營銷學（英文版 第3版）》：
What makes the difference? Why might a European consumer love Tang but not Easy Mac?
For Italians， food （especially pasta） is a means to show others how much they care， that is， by setting out a huge， homecooked meal.When food is tied so closely to culture， it becomes difficult for foreign brands and alternatives to penetrate the market， whose very identity may be tied to traditional forms of the food.Would a Colombian consumer who roasts and grinds his own coffee beans be interested in a canister of Maxwell House instant coffee?
Food companies have learned that they need to adjust their approaches to potential global markets by recognizing their unique characteristics and consumer demands.There are too many variables involved to assume other countries will act like extensions of the U.S.market.Some of the power brands ara unlikel， to provoke cultural sensitivity concerns.Who doesn't like Toblerone chocolates?
So what products might an expatriate American in Paris hope to find? The best bet might be to look for a little piece of home in the form of Oreo cookies-as Kraft's latest marketing campaign highlights.Just don't expect the exact same dunkable sandwich cookie that tastes so good with a glass of milk.To gain success internationally， Kraft had to reconfigure the cookie so that it was less expensive and not quite so sweet.The reformulated Oreo's sales have quadrupled in China， making it the top cookie brand in China， and China is the second biggest market for Oreos， just behind the United States.
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