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By Graham Robinson (auth.)

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Credit terms were very important indeed. IlICBBASIlIG COMPETITION Towards the end of the 1970s the great credit advantage was declining for mail order companies. Credit was becoming easily available from the high street stores. Personal credit cards were also growing in significance. This trend has accelerated to the point where credit availability on the high street is now the norm, not the exception. In the 1980s easy credit, one of the mail order industry's major customer benefits, has been eroded.

Recognising this fact the Board sells strategically. It targets the key retail store groups in the UK and overseas. The first marketing priority of the Board has been to create products for its wool fibre - products that consumers could relate to, and products with a unique selling proposition. Secondly, the Board works very closely with the retailers and maJor garment manufacturers; the people who make the basic decisions about what should be stocked. The retailers are the people who on the one hand put the product before the public and, most important, are the fmal trade buyers in the channel of distribution.

The microwave oven-cum-freezer system allows people to eat at different times with mjnjmum inconvenience. All of these, and other, factors point to the increasing independence that may be reflected in their purchasing decisions and attitudes. 'The key idea that we've come up with', says Tyrrell, 'is that of the connoisseur consumer'. People can be expected to regard their consumption activities in a rather more serious, professional fashion. ~BB CIIAlIGIIIG PAID. H There will be an increasing number of people inheriting sizeable estates.

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