The Former Chairman of Nestlé Recently Told an Interviewer: "We

question 63

Multiple Choice

The former chairman of Nestlé recently told an interviewer: "We are food and beverages.We are not running bicycle shops.Even in food,we are not in all fields.There are certain areas we do not touch.Also,we have no soft drinks because I have said we either buy Coca-Cola or we leave it alone." What strategic marketing principle does the chairman's comment emphasize most specifically?

• A)customer value
• B)competitive advantage
• C)focus
• D)myopia
• E)policy of dealing only with Swiss businesses

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Definitions:

Negotiates

The process of discussing something formally to reach an agreement or compromise.

Equity Finance

The method of raising capital through the sale of shares in a company, providing investors ownership interests.

Payroll Check

A check issued by an employer to an employee as payment for wages or salary.

Negotiation

A discussion aimed at reaching an agreement, where parties involved resolve differences, produce a solution or find a middle ground.