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Essay / Research Paper Abstract
A 3 page paper answering 3 essay questions: 1. What do you think accounted for the dramatic success of GE’s promotion program in gaining distributor selling support? 2. What differences and similarities do you see between domestic marketing and international marketing at Encyclopedia Britannica Inc.? 3. Is the Internet channel the ideal means for sustaining Dell’s strategy of made-to-order computers and direct sales to customers? Bibliography lists 2 sources.
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3 pages (~225 words per page)
File: CC6_KSmktgQuesGE.rtf
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program in gaining distributor selling support? Businesses of all sizes are obliged to operate as efficiently as possible in todays business environment.
This rule certainly applies to behemoth General Electric (GE), but it also applies to all of the companys distributors. When the company offered its distributors product discounts, it only
joined its own competitors in doing the same while reducing its own revenues to the extent distributor purchases accounted for them. GEs success
came in ultimately doing the same thing, but from a different perspective. In the case of its computer hardware, GE offered a buyback plan for the equipment that its
dealers took out of businesses replacing hardware with newer generation machinery. GE would then refurbish the equipment and give retailers a chance to sell that as well, but it
also offered a finders fee of up to 2 percent to those resellers taking part in the program (Campbell, 2003). The program enabled distributors to offer their own customers
better service and more selection, in a program that not only did not cost the distributors anything but even increased revenues in the form of the finders fee. 2. What
differences and similarities do you see between domestic marketing and international marketing at Encyclopedia Britannica Inc.? Domestic customers are much more attuned to
purchasing an encyclopedia as a set of CD-ROMs rather than as a set of books. We have been exposed to electronic media publishing for a longer period of time
and in much greater volume than has been the case in many other countries. Particularly in developing countries, books have not been ubiquitous as they have been in the
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