Russell Corp. is the largest manufacturer of team wear in the United States. It provides uniforms for high schools, colleges, and professional teams as well as individual apparel, active, and sports leisurewear. The billion-dollar company, which was founded in 1902, controls every step of its manufacturing processes from weaving raw fibers into fabric to dyeing, cutting, and sewing the fabric into the clothes it sells. The Russell plant in Alabama annually provides 7,000 Major League Baseball uniforms at the start of spring season. Each uniform is made to the exact personal specifications of the players. For example, San Francisco player Barry Bonds requires long pants that cover his shoes, and New York pitcher Steve Karsay wants his shirts to be billowing.
-The control Russell Corp. maintains over all facets of its manufacturing processes indicates a strong concern with which element of its marketing mix?

Question

Quizplus · Accepted Answer

Russell Corp.'s control over every step of its manufacturing processes, from weaving raw fibers to the final sewing of clothes, demonstrates a focus on ensuring the quality and customization of its products, which is a key aspect of the product element in the marketing mix.