Computers,chemicals,tires,and financial services are just a sample of the product categories whose buyers have specialized needs, require a great deal of product information and who share a common "language." Computer buyers in Russia and the United states are equally knowledgeable about "486 microprocessors, 80-meg hard drives, and 8-meg of RAM." Marketing communications for high-tech products should be informative and emphasize features.
While less technical and more leisure or recreation oriented, special-interest products also are characterized by a shared experience and high involvement among users. Fuji bicycles, Adidas sports equipment, and Canon cameras are examples of successful global special-interest products.
PRODUCTS THAT DEMONSTRATE:-
Well products that "speak for themselves" in advertising of features and benefits can also travel well. The polaroid instant camera is an example of a highly demonstratable and very successful global product.