“International companies market their existing products and services in other countries in the same way as they do in their home country” (Kerin, Hartley, 182). An example of an international company is Avon, the product is distributed through direct sales in Asia, Europe and South America. A multinational company is made up of different parts and unique markets for each part differently. The strategy used by multinational companies is called multinational marketing strategy, meaning they "have as many different product variations, brand names, and advertising programs as there are countries in which they operate" (Kerin, Hartley, 182). An example of a multinational company is Procter & Gamble which markets Mr. Clean because they are found in different parts of the world. A company in transition sees the world as a single market and emphasizes cultural similarities between countries or universal consumer needs and wants more than just difference (Kerin, Hartley,182). A comprehensive marketing strategy is what transition marketers use. A global marketing strategy is “the practice of standardizing marketing activities when there are cultural similarities and adapting when cultures differ” (Kerin, Hartley,182). The global strategy also allows marketers to realize their own scale of production and marketing activities. “Global consumers are a group of consumers living in many countries or regions of the world who have similar needs or are looking for similar features