Question

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?


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  • CreatedJuly 14, 2015
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