West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 13
- Visit the McDonalds (www.mcdonalds.com) and Pizza Hut (www.pizzahut.com) websites and give example of the measures which are used to evaluate customer satisfaction as part of the marketing strategy control process. Do you think that these measures are appropriate? Why?
- Search the web for two examples of companies who place a description of their corporate culture on their websites. Based on the description, how would you classify the culture using Deshpande’s et al. (1993) typology.
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