Ralph Fallows is looking to extend his streak of successful retail businesses with a new venture targeting the play equipment market. Based in California, Ralph wants to have stores across the U.S. within two years and international locations within four years. To reach this goal, he believes his company will need to engage in aggressive word-of-mouth promotion and intense personal selling.
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Potential Discussion Topics: retailing, new business marketing, word-of-mouth promotion, social media, personal selling, ethical issues in marketing
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