limit its use of rented lists to those used by companies offering products that fit their demographic target. The current use of rented lists doesn’t take into account the demographics of the people on the lists; therefore, it will be unlikely that the rented lists will consist of people in Faith Mountain’s relatively small target market. It is not enough to assimilate names of potential customers. The lists must consist of potential customers who fit the description of Faith Mountain’s current customers. This will increase the chance that a customer from the rented list will buy from Faith Mountain and become part of the house-list. Also, some form of advertisement must be utilized to reach customers who don’t receive the catalogs. Magazines such as “Better Homes and Gardens” and “Country Living” should reach consumers that lie within Faith Mountain’s specific target market, and therefore should be excellent mediums to advertise in.III. RecommendationsThe recommendations of Team 3 for The Faith Mountain Company is to integrate a strategic marketing plan that focuses more on the mail order business unit of the company, putting high priority on market research, reaching more customers, offering more desirable products, and introducing a marketing manager.1. Marketing Business Units: Retail and Mail Order The retail unit of Faith Mountain is an invaluable asset to the company and provides the company with a tangible epicenter for customers to witness the traditional values that Faith Mountain tries to convey. However, the retail unit of Faith Mountain is not substantially lucrative for the company, and Martin Woodard fails to give any rationale as to how opening additional retail outlets can benefit the company, other than mentioning the current trends that other companies are taking that route. Therefore, it is our recommendation that Faith Mountain does not open addi...
