Hi,
I don't think it's marketing as much as it is perception and timing. If you look at Japan as an example, in the post war years through the '60s anything that said "made in Japan" was considered to be of the lowest quality. In the 70s, they came into their own, when their skilled labor and quality control became world-class. They nearly put the US auto industry out of business (at least according to GM) and they started making quality guitars like they had something to prove! After the lawsuits in the '70s, people started to catch on to the fact that the quality was there. And they started marketing. But the stigma still existed through the 80s, and exists today that the Japanese quality is sub-par - then there's the lingering WWII hard feeling as well. But now many of these instruments are becoming collectable, and it is almost cost prohibitive to use japanese manual labor today.
If you look at Korea, or even China or Viet Nam, they are on the same path as Japan. '90s Korean manufacturing is akin to Japan in the 70s. The quality is there, and their skilled labor is more expensive as a result. I do think that some of the Samick guitars made in Korea in the late '90s are very well made, they're trying very hard to prove that they can compete quality wise. The finish, hardware and setup are all very good. I'm sure many of the RG fans here will agree. But it's going to take a while for the "made in Korea" stigma to go away. Who knows maybe some of the Korean guitars of today will become collectable like the Japanese "Lawsuit" models of the '70s.
The folks at ICW are saying really good things about the new Ibanez SZ 520 (korean made) and they're all pretty hardcore fans of the Japanese made models.
-Sven