Mark is a senior executive of a Canadian company, Canpure, that manufactures and sells water purification systems. The company is hoping to expand into the Far East and has identified Star Enterprise in Vietnam as a promising first overseas buyer. Mark wants to ensure that he negotiates a workable contract that provides his company with all the protection he needs. Jon is the representative of Star Enterprise, and he knows that he needs expert advice before he embarks on serious negotiations. In this context, Jon meets you and seeks your opinion on major important areas of his interest. As an expert, what major issues will you cover and advise Jon to consider in this negotiation?