MKT 100 Lecture Notes - Lecture 19: Cocktail Shaker, Pastrami, Starbucks

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Take a look at your next shopping bag. Whether it contains groceries, apparel, or furniture, you will fi nd goods from many countries produce from mexico, jeans from italy, chairs from vietnam. Global manufacturers and retailers continue to make inroads into the u. s. market as well. Sony, heineken, and nestl sell as well in the united states as they do in their home countries. Sweden"s fashion retailer h & m operates in 22 countries;16 its upscale competitor, spain"s zara, operates in 62. 17 the dutch grocery store giant. Ahold is among the top fi ve grocery store chains in the united states, though you may never have heard of it because it operates under names such as stop & shop, Without the knowledge that can be gained by analyzing new customers" needs and wants on a segment-by-segment, regionby- region basis one of marketing"s main tasks it would be diffi cult for a fi rm to expand globally.