Whilst in westernized countries the ¿Esteem¿ and ¿Belonging/Love¿ needs are mainly targeted with promotion and advertising, in developing countries a different approach in terms of promotion and advertising is more appropriate. The higher¿order needs for the general Asian culture are ¿Status¿, ¿Admiration¿ and ¿Affiliation¿ whereas the higher¿order needs for the Arab culture are ¿Esteem¿, ¿Social needs¿ and ¿Selfactualization¿. In this paper the author will focus on China as an example of a developing country. The author will discuss the difference of the Chinese and the Western pyramid on the example of purchasing luxurious products. As a conclusion the author will give suggestions to companies of what to take into account when promoting in developing countries. [...]