Zippo lighters have been around for more than 80 years. Butas the number of smokers in the United States continues todecline, Zippo has spent the last half-century scouting theworld for new markets. Today, Zippo is a status symbol amongChinese consumers, who prefer U.S. products. Recently, Zippoalso broadened its product line to include watches, writinginstruments, and items for outdoor enthusiasts. Can you thinkof other product lines that would be logical extensions forZippo? And if Zippo decided to introduce additional productlines, which would work better: a global marketing strategy ora multidomestic strategy? Explain the reasons for your choice.
Zippo lighters have been around for more than 80 years. Butas the number of smokers in the United States continues todecline, Zippo has spent the last half-century scouting theworld for new markets. Today, Zippo is a status symbol amongChinese consumers, who prefer U.S. products. Recently, Zippoalso broadened its product line to include watches, writinginstruments, and items for outdoor enthusiasts. Can you thinkof other product lines that would be logical extensions forZippo? And if Zippo decided to introduce additional productlines, which would work better: a global marketing strategy ora multidomestic strategy? Explain the reasons for your choice.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Zippo lighters have been around for more than 80 years. But
as the number of smokers in the United States continues to
decline, Zippo has spent the last half-century scouting the
world for new markets. Today, Zippo is a status symbol among
Chinese consumers, who prefer U.S. products. Recently, Zippo
also broadened its product line to include watches, writing
instruments, and items for outdoor enthusiasts. Can you think
of other product lines that would be logical extensions for
Zippo? And if Zippo decided to introduce additional product
lines, which would work better: a global marketing strategy or
a multidomestic strategy? Explain the reasons for your choice.
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