Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 11

You were recently hired by a multichannel retailer that promotes itself as an American firm selling only American-made goods. The products featured in advertising and in the catalogs tell the stories of the firms that produced the goods in the United States. The sales response to the firm's Made in America position has been incredible and growth has been impressive. One day while speaking to a vendor, you find out a shipment of merchandise will be delayed since the product is coming from overseas and is late. A few days later you hear a similar story. As it turns out, the firm just barely earns the Made in the USA label. Though technically the products meet a standard to be classified as American made, you worry that the firm is not being entirely truthful to its customers. You decide to write a letter to the VP of Marketing detailing your concerns. What would you put in the letter?