ters, unfamiliar with foreign markets, sometimes mistakenly assume that business people act the same way worldwide. Such assumptions can lead to costly marketing mistakes, which given the nature of industrial products can prove fatal for a small business. Moreover, since many advertising campaigns rely on wordplays, these do not translate directly to other languages. In not considering this, a marketing campaign will fail. Furthermore, the larger and more sophisticated a country is, the wider the choice of available marketing media. In simple societies, the choices are limited to radio and newspapers. However, only literate people will be reached by these media. Television is an excellent medium in more advanced societies, but radio reaches a much larger audience in poorer countries. Other means are posters, billboards, and cinema advertising. Thus, in order for products to be marketed internationally, they require adjustments to local differences. Another difference between industrial advertising and consumer advertising is the method of purchasing industrial items. Products are generally not purchased by one individual, but rather by a committee governed by checks and balances. William J. Schultz, the author of American Marketing concurs by adding that, "industrial purchasing managers who do this buying are usually well-informed, frequently experts on what they are buying and are keen judges of suitability, efficiency, economy, and cost factors He adds that "such multiple review of industrial purchasing propositions tends to screen out any subconscious emotional motivations that might influence the buying decision of one of the individuals concerned." At any rate, it certainly complicates isolating the motivation behind industrial buying. Industrial buying is more strongly based on economics than consumer buying. However, it is not the prime motivator. One of the major buying factors is reliability of suppliers: suppliers can ...