LoExposure Outerware, a Colorado$-$based company, sells two primary product lines to specialty outdoor stores throughout the product line, called No$-$Sun, protects consumers from exposure to sunshine, and the other $($No$-$Cold$)$ is functional in cold temper has been in business for eight years, and it has become a favorite of outdoor enthusiasts who value quality over price. According among the higher$-$priced suppliers in the market. LoExposure promotes it brands through social media with avid followers on Fa Instagram. Occasionally the company will use extreme athletes to promote its brands at specific events, but it does not believe in spokespersons on a long$-$term basis. LoExposure does no formal advertising or sales promotion, preferring word$-$of$-$mouth and s spread the word about its product lines.

Current Situation

Kelly Kinard recently joined LoExposure as a sales representative in Salt Lake City, Utah. Kelly's primary customers are outdoor sp Lake, the university towns of Logan and Provo, and in nearby ski areas such as Park City, Deer Valley, and Snowbird. With the Noproduct lines available, Kelly's potential for year$-$round sales is excellent. Kelly is a recent college graduate with a degree in marke part$-$time jobs as he worked his way through college. He also did an internship with LoExposure during his senior year and was ex time sales position upon graduation. During his internship with LoExposure, Kelly became totally sold on the quality of the produ finished his initial product knowledge and sales training with the company, Kelly was genuinely enthusiastic about representing L sales territory. After a few months in the field, Kelly was doing well with existing customers and had added several new accounts. the field ended with adding a new retail account, Kelly told a friend, "this is a great job. The products are so good, they practically

Despite his success, Kelly had run into an obstacle with UpMountain Gear Shop, a small chain with four stores in his territory. Whe pursuing UpMountain, he did some Web$-$based research on the company. Kelly found that UpMountain was proud of its sales gro and that the company attributed a lot of its success to providing the highest$-$quality products at competitive prices. Its customers pleased according to posts on UpMountain's Web site and in social media. According to Kelly's research, UpMountain seemed con environment, taking an especially strong stance against the "throw$$way society." Kelly was pleased to learn these things about Up company had similar views. LoExposure also attributed its success to providing the best customer experience possible. In addition extremely durable products backed by a generous repair warranty that kept its products in use well beyond the typical life span fo