Can firms just use one common marketing approach and apply it both mono-cultural and multicultural society?

This may work well in the mono-cultural society since mono-cultural society is the society where almost all of the citizens share a similar heritage & culture. People living in the mono-cultural society tend to have similar beliefs and understanding. When it comes to the multicultural society, however, the single-strategy approach may fail to establish deep connections with consumers. Multicultural-society citizens come from different culture backgrounds. The cultural difference is a lot more than different languages.  People coming from different countries have very different values.Therefore, the consumers living in a multicultural society may not feel that the brand understands them uniquely if a single marketing approach is used. 

So, how to make multicultural marketing decisions?

To make marketing effective in multicultural markets, firms need to do more than just translating their advertisements into specific languages. Every firm has to know its customers’ cultures so well that it can integrate its products’ history into consumers’ beliefs. Then, the firm’s product will be very attractive.  I believe this is the main reason why a lot of big international firms are hiring employees coming from different ethnic backgrounds.