Well legally it wouldn't be difficult - register a private corporation the US, staff it with a few people and an office somewhere, get a few friends and relatives to the company officiers (whatever is required by law at its place of incorportion). The members/shareholders can be whoever the boss of the Chinese company or the Chinese company itself, whatever is easier. Probably quite useful, it might help them with import and IP registration, and you probably need an office outside mainland PRC to handle transcations with foreigners anyways (foreign exchange controls), though usually that is handled in Hong Kong.
As for marketing, well the term is broad. It's more than just ads and packaging.