Essay- Targeting Local Audiences

It is important to target local or national audiences when marketing games because certain elements of a marketing piece, may not be appropriate for certain cultures or offend certain groups of ethnic minorities. There is also of the obvious problem of a language barrier, trailers will need to be translated into the native language of the trailers they're being released in, (English in UK, USA, AUS, CA ect. French in FR, BELG', CA SWZ ect). If market pieces weren't adapted to avoid predicaments like this, the marketing would be wasted if a consumer cannot understand or is offended by it, they will not be interested in the product and will deter other potential consumers away through the product through word-of-mouth.
This is why localisation is useful. Localisation is the alteration of a products so that they meet the standards of the area they are targeting. For example, in Germany the Zombies mini  game portion of the Treyarc branded  Call of Duty games is blocked from the consumer because the enemy zombies are Nazis. Localisation is also the  translation of products from language to another. Localisation isn't always changing the game itself, it could be a change of marketing tactics to attract different audiences. For example, the Just Dance 4 trailer for the US market features a well known american celebrity, and for the UK market, aswell known British celebrity.
Sometimes the developers/producers will not alter a product themselves, they make it the obligation of the local areas themselves to make products suitable for their customs. For example, in china consoles are banned because they believe that they waste people's time, (ironic that they have the highest proportion of MMORPG PC players then) however, consoles that have built in games e.g. the power joy. Do not meet the countries definition of a console. So consoles are being altered to not play exterior software, disks ect.
Localisation is not an issue for large publishers/developers because they have specific departments for translation (vertical integration) . However, smaller manufacturers will struggle because they donnot have the money to distribute internationally and localize the product and marketing for each location it wold be necessary for.
In conclusion I believe that the important issue for developers/publishers to worry about when localizing a game for global release is avoiding offending other countries by removing content that they deem inappropriate. This is because the backlash if they did not would be far more serious and damaging than the other issues.
I also believing that in the current climate, localisation is important because the world is becoming more and tolerant of other cultures and best way to avoid that ending is to not cause offence. Especi