to fit the hand of the average Japanese consumer; even the doughnuts are a little

smaller. Kraft blends different coffees for the British (who drink their coffee with milk),

the French (who drink their coffee black), and Latin Americans (who want a chicory

taste). A company can produce a city versionof its product—for instance, a beer to

meet Munich tastes or Tokyo tastes. Finally, a company can produce differentretailer

versionsof its product, such as one coffee brew for the Migros chain store and another

for the Cooperative chain store, both in Switzerland.

Although products are frequently adapted to local tastes, in some instances they

must be adapted to local superstitions or beliefs, too. The concept of feng shuiis a

good example:

■ Hyatt Hotels A practice widely followed in China, Hong Kong, and Singa-

pore,feng shuimeans “wind and water.” Practitioners of feng shui, or geo-

mancers, will recommend the most favorable conditions for any venture,

particularly the placement of office buildings and the arrangement of desks,

doors, and other items within. To have good feng shui,a building should face

the water and be flanked by mountains. It also should not block the view of

the mountain spirits. The Hyatt hotel in Singapore was designed without feng

shui, and, as a result, had to be redesigned to boost business. Originally the

part three

Developing

Marketing

(^380) Strategies
MARKETING

I

NSIGHT

Global Standardization or Adaptation?