Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 1

Zippo lighters have been around for more than 80 years. But as the number of smokers in the United States continues to decline, Zippo has spent the last half-century scouting the world for new markets. Today, Zippo is a status symbol among Chinese consumers, who prefer U.S. products. Recently, Zippo also broadened its product line to include watches, writing instruments, and items for outdoor enthusiasts. Can you think of other product lines that would be logical extensions for Zippo? And if Zippo decided to introduce additional product lines, which would work better: a global marketing strategy or a multidomestic strategy? Explain the reasons for your choice.