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Should the advertising message that has been effective in the U.S. be used in Argentina? Why or why not?

Imagine you are the marketing manager for a U.S. manufacturer of paper products (including paper plates, paper towels, napkins, toilet paper, and tissues). Your company is considering entering the Argentinean market. Consider the following:

  • Should the pricing decisions in Argentina be delegated to the local managers? Why or why not?
  • Should the advertising message that has been effective in the U.S. be used in Argentina? Why or why not?
  • What are some of the considerations that might be taken into account regarding product attributes?

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