different cost structures. Marketing managers must carefully research markets to determine similarities and differences in consumer needs and then formulate and consider appropriate product policies to service these needs. In so doing, they also take into consideration the goals and resources of the firm. This is the same process that occurs in domestic marketing, but here it is essential to determine how practices must be changed to correspond to very different environmental situations (Kahler and Kramer, 1977).
The first consideration is an understanding of the marketing discipline itself. Marketing is seen as the process of focusing the resources and objectives of the organization on environmental opportunities and needs, with a m
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