4-9 Customers Competitors e Formerly distinct national markets are merging into a huge global market True for both consumer and business goods Creates large opportunities Still. managers often must customize products to fit the culture. McDonald's sells a local soft drink in brazil o Global competitors present new threats. Increases competition abroad as well as at home win/MeGraw-Hill CThe McGraw-Hill Companies, Inc, 2000Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 2000 4-9 Customers & Competitors ⚫Formerly distinct national markets are merging into a huge global market. ◼ True for both consumer and business goods. ◼ Creates large opportunities. ⚫Still, managers often must customize products to fit the culture. ◼ McDonald's sells a local soft drink in Brazil. ⚫Global competitors present new threats. ◼ Increases competition abroad as well as at home