In the central role of strategic planning, only a handful of companies stand out as master marketers — Procter & Gamble, Southwest Airlines, Nike, Disney, Nordstrom, Walmart, and McDonald's to name a few
From a consumer's perspective why do you think they stand out? Explain.
Student answers will vary, but should explain that these companies focus on the customer and are organized to respond effectively to changing customer needs. They all have well-staffed marketing departments, and all their other departments — manufacturing, finance, research and development, personnel, purchasing — also accept the concept that the customer is king.
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Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of $25,000 to customers around the world. Speed of delivery to distant markets is a must. Management should use ________ as its main carrier
A) railroads B) air C) trucks D) water E) pipeline
In exporting, problems with local marketing agents can be overcome by:
A. selling intangible property to a franchisee and insisting on rules to conduct the business. B. changing agents frequently. C. engaging in turnkey projects and exporting process technology to foreign firms. D. entering into cross-licensing agreements with foreign firms. E. setting up wholly owned subsidiaries in foreign nations to handle local marketing.