1. Discuss Christie Digital’s market development strategy. How would you characterize its approach to international markets? What is its approach to pricing and branding?
2. From the case study and the website, what are Christie’s marketing strengths? Does the case identify any weaknesses?
3. Who are Christie’s key customers in each of its product segments? What do you think drives customer buying/purchasing in each segment (ie price, quality, value, innovation, function, etc)?
4. What are the marketing features of the website? How does Christie demonstrate that it is a global company? Is the website effective?
5. New products – Christie Medical Innovations: how does this product fit with Christie’s portfolio? Do you think that this acquisition was a good move for Christie?
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