2) With smoking bans in effect in many places, Zippo Manufacturing, maker of the well-known Zippo lighters, is looking for ways to license its brand name to makers of products like grills, torches, space heaters, and fireplaces.

a) Do you think Zippo's licensing strategy makes sense for the company? Why or why not? (2 marks)

b) Suggest another product strategy that Zippo could follow to grow its revenues, and explain your reasoning. (3 marks)