Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

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Does your marketing plan involve reaching global customers outside the United States If the answer is no, read no further and do not include a global element in your plan.
If the answer is yes, try to identify the following:
What features of your product are especially important to potential customers
Answers to these questions will help in developing more detailed marketing mix strategies described in later chapters.