The level of economic development is different from that in European countries or North America and, in some places, we need to consider how we can make marketing work where there is a lack of good logistics and institutional infrastructure and so on. Marketers tend to focus on China as a vast potential market. One billion consumers, everybody talks about one billion consumers - that's fantasy. First of all, the vast majority of Chinese people do not have any purchasing power to buy foreign products. Secondly, there is no infrastructure for a national market in China.
National distribution is non-existent.
Marketers will have to think in terms of systems of local distribution. That said, the basic principles of marketing are pretty much the same in Asia as anywhere else, but the environment is very different, so the details of implementation differ very widely. Going back to the examples I cited earlier, imagine, for example, that you were to develop a tamper-proof packaging, as is very common in Europe and North America, the idea being to prevent anyone opening the product in the store. She just won't. These are the sort of issues that companies are already starting to deal with.