Review the website of Merrill Lynch (www.ml.com). How does Merrill Lynch leverage its global position to adjust to local markets through the Internet? Why is the Internet particularly relevant for firms in the financial services industry?
Answer to relevant QuestionsWhat information does management require to analyze the selling situation? What questions would you want answered if you were trying to evaluate the effectiveness of a business unit’s sales force strategy? Read the INNOVATION APPLICATION “Venture Marketing Organization at Starbucks”. What lessons can be learned about the organizational requirements for rapid and effective innovation? What characteristics would you seek in a candidate for a global account management position? Review the ETHICS APPLICATION describing the environmental strategy implemented at Interfaces Inc. List the attractions from a marketing perspective of adopting an environmentally responsible position. Discuss whether ...
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