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Provide Tailored Services

Translation is not always enough; sometimes you must personalize a service to the desires and tastes of your audience. What are the local food preferences? What do customers there do for fun? How many times a week do your customers go shopping? These questions might have different answers, depending on where customers live. Do the research to find out. Online marketing and usability research can help, providing concrete answers without the expense and time of travel (for more information about how to do this, see Appendix E—Online Research).


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