Marketing: The Core 3rd Edition by Roger Kerin, Steven Hartley,William Rudelius

Exercise 4

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.