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President Richard M. Nixon's historic trip to the People's Republic of China (PRC) in 1972 established a relationship between the United States and the PRC which was formalized when President Nixon signed the Shanghai Communique. This treaty proclaimed China's willingness to accept foreign investment and its movement toward becoming a more “open door” nation. With the normalization of full diplomatic relations between the United States and the PRC in 1978, U.S. investments in the PRC and the interest of world marketers has gained momentum. Today there is intense interest in the potential of the PRC market among U.S. consumer goods manufacturers, of both consumer durables and nondurables. U.S. consumer goods companies are starting to produce their products for and in China.

With continuing, apparently unending, television network media inflation, most major television advertisers are seeking more efficient ways to reach target consumers with their commercials. Some of the actions which have been advocated include:

Provides information on the largest consumer market in the world – China. Examines education, age, lifestyle and demographics of the Chinese population. Considers Chinese perceptions of US products. Concludes that US companies′ success in China depends on target marketing, marketing inexpensive products, pricing in line with income, and promotion of the US origin of the product.

Managers make strategy and strategy determines business success or failure. That's why it is so important to select the right managers for your company. The author provides models for managerial selection at the corporate and the SBU levels.