Although subcultures exist in all nations, they are often glossed over by our impressions of national cultures. But companies must nevertheless be mindful of subcultures when formuialing business strategies. For example, the customary portrait of Chinese culture often ignores the fact that the total population of China is comprised of than 50 distinct ethnic groups. Decisions regarding product design, packaging, and advertising must consider each group's distinct culture. For instant marketing directed at Tibetans must respect their unique history and ethnic pride, because they would certainly resent any campaign referring to them as Chinese. Marketing campaigns must in china also acknowledge that Chinese dialects-in the shanghai Canton regions differ from those in the country's interior and that not everyone is fluent in the official Mandarin dialect