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An effective localizer, says Squire, should ask marketing questions at every stage of the process: "What are the `hot buttons' of your target market? Who is your competition? How does your product differ from the competition's?" Different countries have different expectations, and many localizers offer specialized testing to determine whether the product meets those expectations.

Localizing your approach from the beginning also enhances consistency. "Every industry has its own terminology," Carson points out. "That terminology needs to be consistent in all your materials." Carson's firm employs an "active terminology recognition" database that stores a lexicon of phrases and terms used in documents, so that every piece of literature will be translated consistently.

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