“We need to expand our market base,” argued the vice president of marketing for a major American beer brewery during a strategic planning conference presentation. “Our sales growth in the United States has been decreasing over the past five years. Maybe we need to look to international markets to sustain our sales growth.” “I don’t know,” replied the president of the company. “We are really good at marketing in the United States—we know most of the ins and outs of the operation here. If we were to go overseas, we would need to learn a whole new bag of marketing tricks.” What does the president mean by his statement about having to learn a whole new bag of tricks? Explain.
Answer to relevant QuestionsWhat is contactual efficiency? Can you think of examples of contactual efficiency that do not occur in a marketing channels context? If so, list. Operating the channel does not imply total control of the channel. Can you think of an example where the channel manager does not have total control of the channel but is still able to operate it? One of the major themes presented in this chapter is the need for choice as to how products and services are made available to customers. Thus, multi-channel strategies that provide a wide range of channels including an ...Contrary to some predictions, wholesalers have not died out. What has happened to wholesalers in recent years? 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 ...
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