You Make the Call-Situation 1
The driving force behind Cannon Arp's new business was several bad experiences with his car-two speeding tickets and four minor fender-benders. Consequently, his insurance rates more than doubled, which resulted in Arp's idea to design and sell a bumper sticker that read "To Report Bad Driving, Call My Parents at ..." With a $200 investment, Arp printed 15,000 of the stickers, which contain space to write in the appropriate telephone number. He is now planning a promotion to support his strategy of distribution through auto parts stores.
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