At the other end of the scale , you go right down to the commodity product and the same argument prevails for slightly differnt reasons. If what you are interesting in is a very basic writing instrument to make a mark on paper you have two choices: Do you want to be able to make that mark and subsequently to change it, in which case you go predominantly for a wood-case pencil, or , do you want to be able to make it and have a certain amount of longevity associated with it, in which case you go for a ballpoint pen ? These product are fairly basic, straightforward , and , I would say , uniform . As long you take into account the lower,if not the lowest , common denominator in terms of writing surface and your ballpoint is able to operate on lower-quality as opposed to the finest bond , you can probably make , sell ,and present the same product in India as you can in Ghana or in Peru because the basic consumer's need is unform on a worldwide basis.