Q1. Describe and discuss the cultural, social, personal, and psychological factors that influence the purchase of the product/service. (Ch. 6)

Q2. Explain the needs that are met for each of the firm’s target markets. (Ch. 6)

Q3. Explain how potential global markets will be evaluated for potential entry. Discuss the most likely mode or modes of global market entry (Ch. 8)

Q4. Describe the variables (demographic, psychographic, and behavioral) used to segment the firm’s target markets. Explain how the firm evaluates the attractiveness of each identified market segment. (Ch. 9)

Q5. Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Choose one and omit the others) (Ch. 9)

PS. The firm to be discussed above is UNITED RENTALS. Also you are going to need this text book to complete this paper.
Kotler, P. T., & Keller, K. L. (2016). Marketing management (Custom 15th ed.). Upper Saddle River, NJ: Pearson, Inc. ISBN: 9780133856460If you have any questions you can reach me anytime