1) Some company executives become so committed to a current, profitable technology
that they fail to provide adequate levels of investment in new, apparently riskier
technologies.
2) The matrix organization requires fundamental changes in management behavior,
organizational culture, and technical systems.
3) In the advertising industry, “creative strategy” is a statement of what a particular
message or campaign will say.
4) In India, refrigeration is not widely available and this restricts many foreign
companies from marketing items that need refrigeration. This can be considered as one
of the “enabling conditions” that needs to be considered in a marketing model.
5) In China, consumers are reluctant to buy full-sized packages of unfamiliar imported
products. In such a marketing environment, sampling is an appropriate promotional
strategy.
6) Revlon has used a French producer to develop television commercials in English and
Spanish for use in international markets.
7) The World Bank has developed a four-category classification system for stages of
marketing development which uses per capita gross national income (GNI) as a base.
8) “Market skimming” is a strategy that uses low prices as a competitive weapon to gain
market position.
9) In order to fight piracy in China, Budweiser beer cans have fluted edges that are
difficult to manufacture.
10) An innovation that is disrupting to one firm can be sustaining to another firm.
11) Prior to the digital revolution, motion pictures, recorded music, and consumer
electronics were separate industries.
12) E-bay pioneered a form of online commerce known as p-to-p or peer-to-peer
marketing whereby individual consumers market products to another individual.