5 Seasonal demand is particularly important to the greetings card industry. Mother’s Day, Father’s Day, Halloween, Valentine’s Day and other occasions have all been promoted as times to send (and buy)

appropriately designed cards. Now, some card manufacturers have moved on to ‘non-occasion’ cards, which can be sent at any time. The cards include those intended to be sent from a parent to a child with messages such as ‘Would a hug help?’, ‘Sorry I made you feel bad’ and ‘You’re perfectly wonderful

– it’s your room that’s a mess’. Other cards deal with more serious adult themes such as friendship

(‘you’re more than a friend, you’re just like family’) or even alcoholism (‘this is hard to say, but I think you’re a much neater person when you’re not drinking’). Some card companies have founded ‘loyalty marketing groups’ that ‘help companies communicate with their customers at an emotional level’.

They promote the use of greetings cards for corporate use, to show that customers and employees are valued.

(a) What seem to be the advantages and disadvantages of these strategies?

(b) What else could card companies do to cope with demand fluctuations?