12. Mini Case 3: Herb Marks Herb Marks built his enterprise on the faithful diverse array of products offered by Marks, as patronage of four specialty shops and a large contract from Elmore Distributors. But after two well as nurture existing accounts. years, the maker of novelty pens and pencils had "We make an excellent product," Herb Marks to rethink his strategy when his contract with Elmore ended stated, "and we honour a good guarantee on everything we sell. But let's face it we face Herb built a company reputation on the hundreds of competitors! We need Marks manufacturing and distribution of a variety of representatives out there to help prospects wooden writing utensils with customized understand what they should demand in engravings. Specialty shops loved to display the something as simple as a writing tool." products in their fancy, lighted showcases, but such specialty shops alone were not profitable. The Marks brand was fast-becoming synonymous Herb Marks established a brand name, known with top-notch customer service. Part of the merely as Marks, and decided to expand on it. purchase package brought personal visits from the Marks representative, before the purchase Herb extended his writing utensil lines to include and long after quills, felt-tip pens, and multiple-cartridge pens that write in different colours. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the 16. Herb Marks manufacturers 28 different types of pens in its pen line. This is the company's (3 Points) product line length product depth product width consistency