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Read the Chapter 14 Case: Real Choices at Frito-Lay


Answer each question in 200 words.


  1. Summarize the case and identify the dilemma facing Frito-Lay.

  2. Research the products and organization at Identify and discuss the most important issues surrounding the successful use of CRM at Frito-Lay.  How does CRM link the marketing and sales functions of the organization?

 3.  What is the purpose of trade sales promotions? Identify three types of trade sales promotions that Frito-Lay should use to increase sales. Specifically how should these be implemented?



    4. What factors are important in addressing the dilemma facing Frito-Lay? What are your recommendations and discuss specific implementation tactics for your recommendations? 




Correct APA Source Citing of the Textbook:


 In-Text Citation


 ï‚· First in-text use is: (Solomon, Marshall & Stuart, 2012).


 ï‚· Subsequent in-text uses is: (Solomon et al., 2012)


 Reference Section:


 Solomon, M. R., Marshall, G. W.; & Stuart, E. W. (2012). Brand you: marketing


           real people, real choices. (4th ed.). Upper Saddle River, N.J.: Pearson, 2012. Print.










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