=+sale of made-in-China knockoffs, Zippo’s ads show Chinese consumers how to identify a real Zippo. In addition, Zippo has worked with U.S. government officials to find a safe way to package its lighters for air travel.63 Both of these examples demonstrate a firm adapting to requirements of a new marketplace. Do you think a global marketing strategy or a multidomestic strategy would work best if Zippo decided to enter other markets? Explain the reasons for your choice.