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 o stay profitable in today’s economy, wood products must be marketed to specific markets, such as home center store sales, repairing, remodeling, the do-it-yourself market, factory-built homes, components, or export markets. Providing examples from the field and descriptions of marketing tactics and preparation checklists, this guide by Dr. Jean Mater with M. Scott Mater and Catherine Mater shows you how to:
- find your market niche;
- identify potential customers and target markets;
- develop the appropriate wood products;
- compete by using product differentiation;
- develop the most profitable distribution system;
- improve sales with packaging and point of purchase tags;
- promote the unique characteristics of each wood species; and
- hedge the risks of a new product venture.
In addition, there are ideas for low-cost promotions; pricing and merchandizing strategies; a marketing glossary; and lists of trade journals, associations, and other references and resources.
For marketing newcomers as well as experienced strategists, this book offers innovative ideas for increasing market share and capturing market segments throughout the wood products industry.
Copyright 1992, 6 by 9 hardcover, 300 pages, MF-4120
Original price $49, now available for $25.
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