Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 14

Few elements in the global marketing environment are more difficult to overcome than the unexpected, such as natural disasters or outbreaks of disease such as the avian flu. Travel may be curtailed or halted by law, by a breakdown in infrastructure, or simply by fear on the part of consumers. Suppose you work for a firm that has resorts on several continents. As a marketer, what kinds of contingency plans might you recommend for your firm in the event of an unexpected disaster?