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

1. what features of your product are especially important to potential customers,
2. in which countries these potential customers live, and
3. special marketing issues that are involved in trying to reach them. Answers to these questions will help in developing more detailed marketing mix strategies described in later chapters.