General Electric

Paper instructions:
For this module, you will analyze the case study “General Electric” available at
http://media.pearsoncmg.com/ph/bp/bp_akamai/kotler/General_Electric.html

Include responses to the following questions in your analysis:

Why did GE implement a limited distribution strategy?
How was GE able to evoke an emotional buying experience for customers purchasing appliances?
How was GE able to move upstream in price?

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