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Word Count: 566
Mary Miller is the marketing manager for Paper Products Corporation and she has to decide whether she should allow her largest customer to buy some of Paper Products file folders and market them under their own name Natcom Inc rather than the File Xs brand used by Paper Products Mary is afraid that if she doesnt accept the offer the customer will find another file folder producer Mary really only has two options accept or refuse the offer from Natcom There is a certain degree of risk involved with either option and she needs to decide which option is the safest for Paper Products Corporation If Paper Products refuses the offer they are putting themselves in a position to possibly lose 30 percent of their business approximately 12 million dollars per year Even if Natcom continued purchasing their other supplies from Paper Products and only quit purchasing file folders the business would lose approximately 42 million dollars per year If Mary decided to take the offer from Natcom and allow them to sell Paper Products file folders with their name she would be going against company policy and it would not be easy to change this policy It would be very easy for Paper Products to Accommodate Natcoms offer because they have excess capacity If they turn down the business Natcom could go to another producer and cut into Paper Products sales at Natcom stores Another benefit of this offer is that Paper Products would not have to spend any marketing dollars to acquire this new business Natcom came to them with this offer and it did not cost Mary Miller or Paper Products anything According to the marketing concept Mary should accept the offer from Natcom As marketing manager Mary should identify what the customer needs and make Paper Products Inc the best company at satisfying those needs for a profit In this case the customer is Natcom and they obviously need to market
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