e country to another, but are critical in whether an imported product is successful. These institutions include the distribution system within the country, the communication media available for promoting the product, and marketing services that are available (advertising agencies, research companies and similar service organizations) ("Practical" 6). In some countries, recognizing that a poor distribution system exists enables manufacturers to make decisions regarding whether to manufacture products abroad and import them into the country, or to manufacture products locally in order to avoid the poor infrastructure. Understanding the types of media available and the types of advertising available means that the company can not only form a promotional strategy, but can also begin to determine the costs associated with providing the necessary marketing support for the product. The availability of marketing services in the country makes it known to the American manufacturer how much internal information will be readily available; this information is important because it gives the American company critical advantages than if it did not have indigenous information.
The American company must also learn all that it can about the industry co
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