1. What is meant by leadership? How can one gain leadership in marketing-procurement channels? What type of resources are needed? Give an example of a firm that has gained channel leadership or is in the process of attaining a leadership role in today's agribusiness world.
2. Using the Internet, find out what has been the trend in Japanese consumptions of U.S. beef, both processed and unprocessed. Why do you think this trend has occurred?
3. What is meant by the "battle of brands"? Who seems to be winning in breakfast cereals? Soft drinks? Potato chips? Fluid milk? Beer?