Summary
Taking the show on the road — expanding into new markets — is a daunting proposition for tech marketers. New markets mean new requirements, including not only product features, but also price, promotion, and placement attributes — the Four Ps. New geographic market opportunities — particularly those in emerging markets — can make technology marketers salivate but should be approached with careful consideration and a degree of caution. Successfully entering new geographies requires technology marketers to aggressively tune the four Ps on a case-by-case basis to optimize strategic effort and systematically mitigate tactical risks.
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