C.F. Martin & Company, located in Nazareth, Pennsylvania, is recognized by guitar enthusiasts as the manufacturer of the finest steel string acoustic guitars in the world. Martin is to guitars what Mercedes or even Rolls Royce is to auto- mobiles in the minds of the target market at which the guitars are aimed—top-notch professional musicians and highly accomplished amateurs. After 150 years in the guitar business, Martin has decided to examine its approach to marketing comprehensively. As part of that process, the company has asked you, in your role as an independent marketing consultant, to set new distribution objectives. What are some of the key issues you will need to address in carrying out your assignment?
Answer to relevant QuestionsChrysler Group LLC. and Fiat SpA announced that they would partner to bring the subcompact Fiat 500 to be sold in the U.S. sometime in 2011. The Fiat 500 will be positioned as a direct competitor to BMW AG’s Mini Cooper. ...Discuss several sources that the channel manager can use to help locate prospective channel members. The Rust-Oleum Corporation is world-renowned for its anticorrosive coatings for virtually any application, for use on everything from heavy industrial equipment to consumer patio furniture. The company sells its industrial ...If information indicates that the market size is increasing, what kinds of questions should this pose for the channel manager? Goya Foods Inc. produces and markets Hispanic foods sold mainly through supermarkets throughout the U.S., especially those that serve markets with large Hispanic populations. The company, based in Secaucus, New Jersey, has ...
Post your question