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Read the Chapter 14 Case: Real Choices at Frito-Lay
Answer each question in 200 – 350 words.
1. Summarize the case and identify the dilemma facing Frito-Lay.
2. Research the products and organization at www.fritolay.com. Identify and discuss the most important issues surrounding the successful use of CRM at Frito-Lay.
How does CRM link the marketing and sales functions of the organization?
3. What is the purpose of trade sales promotions? Identify three types of trade sales promotions that Frito-Lay should use to increase sales. Specifically how should these be implemented?
4. What factors are important in addressing the dilemma facing Frito-Lay? What are your recommendations and discuss specific implementation tactics for your recommendations?
Solomon, M., Marshall, G., & Stuart, E. (2012). Brand you: Marketing real people, real choices. (7th ed.). Upper Saddle River, NJ: Pearson
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