Nike wants to help its customers add soul to their soles and express their individuality by customizing their own shoes. See for yourself at www.nike.com. Enter customize in the search box and build a shoe that fits your style.

1. What if youre in the middle of your shoe design and have questions about what to do next? Where can you go for help?

2. How does Nikes website help the company strengthen its relationships with its stakeholders? Give examples to support your answer.

3. How do the elements of the website reflect Nikes target market?

4. Does Nike invite comments from visitors to its website? If so, how does this affect its attempt to build positive relationships with its customers?

Task 2

When businesses buy goods and services from other businesses, they usually buy in large volume. Salespeople in the business-to-business market usually are paid on a commission basis; that is, they earn a certain percentage of each sale they make. Why might B2B sales be a more financially rewarding career area than consumer sales?