Article Abstract:
Manufacturers and retailers should both employ careful marketing data analysis to keep a close eye on trends such as shifts in market share towards category killer stores and superstores. For example, a comprehensive data analysis of the pet-food industry could have forecast the declining market share of grocery stores and supermarkets and helped those retail channels to compete more effectively for that market. Data analysis applications for other industries and retail outlets are discussed.
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Article Abstract:
Cardinal Laboratories Inc's dog shampoo, Crazy Dog, became so popular that retailers were asking for other products. However, the firm did not have the resources to extend its product line. Instead, Cardinal Laboratories invited other manufacturers to share in branding other related products. Four other firms finally decided to join, producing such products as Crazy Dog dog-shaped chew toys and Crazy Dog fabrics.
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Article Abstract:
Marketing consultant Marcia Yudkin recommends that marketers designing brochures should not waste space by putting the company name on the front of the brochure. Effective brochures should answer a customer's question, 'What's in it for me?' The brochure should have a definite purpose, such as a trade show brochure or one that is designed for direct mail. A sloppy brochure will not be as effective.
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