Read the CUTCO Corporation Case
Study on pages 391-403 in your textbook, and answer the questions below in
essay format. Your response should be a minimum of 500 words. You are required
to use at least your textbook as source material. All sources used, including
the textbook, must be referenced; paraphrased and quoted material must have
accompanying citations using APA format.
1. Explain what is direct selling?
2. How would one respectively
characterize CUTCO Corporation and Vector Marketing Corporation?
3. How is CUTCO cutlery marketed?
What marketing channels are being used?
4. Does Vector Marketing
Corporation use a single marketing channel, dual distribution, or multi-channel
marketing? Explain.
5. What are the possible sources of
channel conflict?
6. What growth driver should serve
as a strategic focus for CUTCO? Why?
7. What activity by Vector
Marketing is being evaluated for channel modification? What decisions need to
be considered, and do you think Vector Marketing should continue or discontinue
the activity?
Textbook:
Kerin,
R., & Peterson, R. (2010).Strategic
marketing problems: Cases and comments(12th ed.). Upper Saddle River, NJ:
Prentice Hall.
