Equipment makers vary approaches to difficult-to-classify SOHO market

Article Abstract:

Office equipment marketers are taking a variety of marketing approaches in reaching out to the small-office, home-office (SOHO) market. This diversity in marketing is a response to the geographical dispersion of the market, which makes it harder to target. Some companies use all-in-one products to market to the smallest SOHO operations while others focus their message at offices employing 10 to 15 people. Others simply do away with conventional techniques and use innovative ones to attract the SOHO market.

Office Machinery Manufacturing, Computer and Office Equipment, Automated Office Equipment, Office equipment, Computers, Office equipment and supplies industry, Office equipment industry

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Samaritan applies business-to-business approach to revise image, lure patients

Article Abstract:

The Samaritan Health System turned to business-to-business marketing as a last-ditch effort to save itself from a $5.6-million deficit in 1992. Hiring Rumrill-Hoyt to do a baseline research, the company developed strategies, which included TV spots showcasing testimonials of people who were former patients. As a result, Samaritan generated profits amounting to $3.8 million in 1994.

Health Care, Health Care and Social Assistance, HEALTH SERVICES, Methods, Health care industry, Medical care, Samaritan Health System

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Goodyear rolls with the market

Article Abstract:

Goodyear Tire & Rubber Co.'s success is attributed to its marketing strategies aimed at increasing brand awareness, its development of new products and its commitment to customer service. About $157 million was spent on advertising in 1995 with $34 million devoted to network television. The company is also developing 'smart' tires to remain competitive in the future.

Tires and inner tubes, Tires, Tire Manufacturing (except Retreading), Tire industry, GT, Goodyear Tire & Rubber Co.

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