The Clique Pens Writing Implements dissection of U.S. Home is a prominent developer of a full line of pens, pencils, markers, along with art supplies.
Despite solid sales, department president Elise Ferguson has established gross margins plunge to just over 36% in 2012 as a result of various reductions, allowances, and other off-invoice prices from 42% in 2010. She is now considering a move away from these lessening in support of Market Development Funds (MDF), which will be used explicitly to support retail merchandising task for Clique and in theory provide the company with more control of trade promotional dollars to affect consumer behavior.
Beside the way, Ferguson must consider issues and the structure of various trade promotions and also the conflicting needs of her sales and marketing departments. This case introduces the challenges of advertising and basic components of pricing and promotion policy through major mass retailers.
PUBLICATION DATE: December 16, 2013 PRODUCT #: 914525-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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