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Other Issues: Currency Considerations

Product pricing can be dramatically altered by international monetary exchange rates. A company that desires to be a low-price market leader may find this strategy works in their home market but currency differences may move their product’s price to a mid-price level in other countries. This could dramatically impact the perceived value of the product by customers in these markets. Any marketer selling internationally must be very aware of the price their product takes on in foreign countries once the price has been converted into the local currency.

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