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Author Question: In using its product line to secure new channel members, it is most important for the manufacturer ... (Read 79 times)

Pineapplelove6

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on: Jun 29, 2018
In using its product line to secure new channel members, it is most important for the manufacturer to stress:
 a. The functionality of the product.
  b. The quality of the product.
  c. The customer benefits of the product.
  d. The depth and breadth of the product line.
  e. The profit potential of the product.

Question 2

Nike, which has traditionally utilized local warehousing to supply retailers, is currently attempting to replace more than 20 national warehouses in Europe with one single distribution center located in Belgium. This is an example of
 a. global standardization c. global localization
  b. regional standardization d. glocalization


pami445

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Reply #1 on: Jun 29, 2018
Answer to Question 1

E

Answer to Question 2

B
Nike's previous strategy (i.e., using 20 national warehouses) was a global localization (or glocalization) strategy. Because Nike is now focusing on a Belgium warehouse for Europe, it is using a regional standardization strategy. If Nike were to distribute products from Belgium to the entire world, then this could be viewed as a global standardization strategy.


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