In what ways does Nike appear to follow the marketing concept
Introduction to marketing
1. Review the Nike case study. In what ways does Nike appear to follow the marketing concept? Suggest three other activities Nike could do to follow the marketing concept.
2. Online computer shopping at websites makes it possible for individual consumers to get direct information from hundreds of companies they would not otherwise know about. Consumers can place an order for a purchase that is then shipped to them directly. Will the growth of these services ultimately eliminate the need for retailers and wholesalers? Explain your thinking, giving specific attention to what marketing functions are involved in these “electronic purchases” and who performs them.
3. Research has shown that only about three out of every four customers are, on average, satisfied by a firm’s marketing programs. Give an example of a purchase you made where you were not satisfied and what the firm could have changed to satisfy you. If customer satisfaction is so important to firms, why don’t they score better in this area?
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