Principles of Marketing (16th Edition)
Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 12, Problem 12.12MA
Summary Introduction

Case summary:

The retailers of fast-fashion like Company H, Company Z and others demand short lead times and prompt changes from the suppliers to feed the demand of consumers for new fashions. Country B is the second greatest apparel developer for Country NA and Country E retailers and brands. The Global Federation I is City G based international union established a proposal to increase the safety of supplier in Country B, which all the retailers and brands in the western side accepted.

Characters in the case:

  • Country B
  • Country E
  • Global Federation I

To discuss: Whether the retailers must be responsible for the welfare of garment supplier industries in other countries.

Retailer:

The retailer is an individual or an organization that sells goods or services to its customers, suppliers, or wholesalers. The retailers are the persons who generally sell goods and services to other business.

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