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When people talk poorly of a company, customers will hear this news much more quickly than they will hear about the positive gains the company has made or intends to make. When people talk negatively word spreads much quicker. Because of this, CUTCO needs to make amends to the individuals it wronged, and provide an accurate description of its practices so it can begin building a strong customer base. Once CUTCO does this, it can then concentrate on its brand. CUTCO already has a good branding strategy; they must simply ensure this strategy aligns with their objectives and the objectives of the people and contractors working with and for them. This will require constant communication and a reversal of all policies that provide negative or incorrect information about CUTCO business practices.
CUTCO can also help brand by encouraging contractors to sell well in the manner they see best, and then reward their contractors...
(2007) CUTCO Cutlery: Company Info, Alcas Corp, Retrieved November 27, 2007: http://www.cutco.com/company/companyInfo.jsp
ConsumerAffairs.Com Inc. (2007) "Students Sue Knife Promoters,"
ConsumerAffairs.Com Inc., Retrieved November 27, 2007:
http://consumeraffairs.com/news04/vector01.html
CRM Media. (2002) "What is CRM?" CRM Media, a division of Information Today, Inc.
Retrieved November 27, 2007: http://www.destinationcrm.com/articles/default.asp?ArticleID=1747
QDI Strategies Inc. (2007) QDI Strategies: Channel, segmentation, growth and market entry strategies for new products and new markets, Libertyville, IL: QDI Strategies, Inc. Retrieved November 27, 2007: http://qdistrategies.com
CRM
References
Alcas Corporation. (2007) CUTCO Cutlery: Company Info, Alcas Corp, Retrieved November 27, 2007: http://www.cutco.com/company/companyInfo.jsp
ConsumerAffairs.Com Inc. (2007) "Students Sue Knife Promoters,"
ConsumerAffairs.Com Inc., Retrieved November 27, 2007:
http://consumeraffairs.com/news04/vector01.html
Retrieved November 27, 2007: http://www.destinationcrm.com/articles/default.asp?ArticleID=1747
QDI Strategies Inc. (2007) QDI Strategies: Channel, segmentation, growth and market entry strategies for new products and new markets, Libertyville, IL: QDI Strategies, Inc. Retrieved November 27, 2007: http://qdistrategies.com
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