Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 3.2, Problem 3.2LR
Summary Introduction

To determine: The reason for the companies developing multicultural marketing programs

Introduction:

The variations in the marketing environment are the major source of opportunities and threats that has to be managed. The process of getting the facts about the external environment of the organization in order to find and understand the potential trends is known as environmental scanning.

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