Procter & Gamble, the world’s largest producer of consumer packaged goods, has been very aggressive in its attempts to market its products in the international arena. But even this marketing colossus with all of its vast resources has run into trouble developing international distribution for its products. In Mexico, for example, Procter & Gamble’s growth in the detergent market was limited by local laws that required the company to build detergent plants in Mexico and sell a majority stake in them to Mexican companies. Discuss this situation in terms of possible limitations on firms seeking to manufacture their products in the United States and then simply sell them overseas.
Answer to relevant QuestionsWhy do customers expect more choice and flexibility as to how products and services are made available to them? Discuss the distinction between channel structure and ancillary structure. Discuss the relationship between channel management and the marketing mix. Susan Jensen, a marketing manager for a major consumer package goods manufacturer, is very upset with the sales results of the new oat bran cookies her company introduced three months ago. She believes that an important ...Discuss the basic trends over the past 30 years with regard to total wholesale sales for (a) Merchant wholesalers; (b) Manufacturers’ sales branches and offices and (c) Agents, brokers and commission merchants.
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