Question: 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:
1 What features of your product are especially important to potential customers?
2 In which countries do these potential customers live?
3 What special marketing issues are involved in trying to reach them? Answers to these questions will help in developing more detailed marketing mix strategies described in later chapters.