However,some Japanese consumers still considered them too sweet and told the company that they 'just wanted to eat the base' without the cream. Nabisco introduced,very late,new Petit Oreo Non-Cream cookies that consisted of single wafers without the cream. To avoid such problems,marketers must discover in advance whether the physical characteristics of their products will be acceptable to the new market.When IKEA opened its first store in the Philadelphia area,it sold European-sized curtains that did not fit American windows.The founder of IKEA once remarked,jokingly,that 'Americans just won't lower their ceilings to fit our curtains'.