It is not a good idea for Honda to adopt uniform marketing practices in all countries in Europe. There are some worlds brands that are marketed the same way through the worlds like some examples as Coca Cola and Mc Donald’s. Some people argue that we have a total globalization of markets and the world is becoming a small place. So people all over the world have very similar needs. Personally , I do not agree on that because a company should include the cultural differences into the promotion . It is not only changing the name, package or the color of a product – a company should get a real deep understanding of the different preferences of their customers . So it is not wise for Honda to promote the product in a same way. Some countries have law-context culture, others has a high-context ones. It differs from every country and culture to another one. To do successful advertising and promotion you need to know who your customer is and what the specific culture of these persons is