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Unformatted text preview: company. The final sub-market is comprised of inactive model railroaders. They are inactive for a variety of reasons. The most common is lack of space. In general, this sub-market is constantly looking for a way to become active in the hobby. They mostly read industry publications and dream about what they will do when they get the space necessary for their layout. HO Craftsman Rolling-stock will appeal to them by showing them how easy it is to start making their dreams come true. In addition, HO Craftsman Rolling-stock will put their brand in front of wood craftsman in other hobby groups by having their website link posted on the web page of suppliers who market to multiple hobby groups. For this group, and in all marketing, the main messages will be the initial quality of the product in unfinished form, the realism and quality of the finished model, and the assistance available to get from one to the other....
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- Summer '09