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Currently advertised specials are offered simultaneously at all three stores. Kathy may want to offer different advertised specials for the organic produce at each store in order to take advantage of the different income levels of each store location's clients. As Fromartz (2007, para. 12) noted, people are generally only willing to spend a small portion of their total grocery budget on organic foods, so part of the Kudler advertising campaign will need to not only stress the altruistic benefits of supporting local organic farmers, but also the health benefits of eating organic produce. Plus, with major players such as Wal-Mart and Tesco starting to aggressively enter the organic food market (Rushe, 2007); Kudler will want to look at upping their advertising budget, which was $263,000 in 2003...
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