Marketing - Case 3.2

Marketing - Case 3.2 - Case 10 Mary Kay Cosmetics 1....

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Case 10 Mary Kay Cosmetics 1. “Situational factors” are involved in the party-plan concept and the recruiting process These factors are temporary conditions that affect how buyers behave—whether they  actually buy your product , buy additional products, or buy nothing at all from you.  They include things like physical factors , social factors, time factors, the reason for  the buyer’s purchase , and the buyer’s mood. By late 1982, Martha has over 150  consultants working for her , but sales were becoming a little harder to make and  recruiting was more difficult . Martha knew that nearly half of those she recruited  would only last a few months , and would have to be replaced, which would take more  time . Martha was also concerned that a few of her more steady and faithful sales  people were leaving , mostly to take another full-time job instead. She knew that the  success of her operations lay in constantly replenishing the sales force
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Marketing - Case 3.2 - Case 10 Mary Kay Cosmetics 1....

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