Document QgGprQLB0Zav5VVVoJJe307E5

GotikNapavm The marketplace: Understanding it, predicting its needs and plan ning to meet those needs are the biggest challenges that all of us face today. Our success is based on our ability to forecast, months in ad vance, the needs and demands of the marketplace. And then, we must plan to meet those needs. Some of this forecasting is easy. We know from the types and num bers of cars and trucks on the roads, and how many miles they're being driven and under what condi tions, what the demand for repair and replacement parts is likely to be. And we know roughly when that demand will have to be met. That part is easy. But where the customer will decide to buy his parts, and why, requires more than statistical data and more than experience, be cause our marketplace is changing .. and customers face an increas ing number of choices. Understanding what motivates a customer to buy from a particular source is the first step in creating an environment for him to buy from you. So let's take a look at today's customer. What do today's custo mers have in common? Aside from the fact that they're all potential customers of yours, they share a mutual goal... they all want to get the most for their money. And face it, in today's economy they have to. They want the greatest quality for the least amount of money. And to them, "quality" means more than the best product or part. It means service; it means confi dence that they're dealing with knowledgeable professionals. Granted, this probably isn't tell ing you anything you don't already know. Most of your customers al ready know about the wide range of services you offer, as well as the professionalism of your people and NAPA quality parts. After all, that's what NAPA's national adver tising has been aimed at over the past several years ... establishing an NAPA image. It served a func tion that needed to be done, and now we believe that it has been done . . . and done well. But now it's time for the next step... adver tising, programs and promotions to build on the image that has been created. In 1982, NAPA will be concen trating its promotional and adver tising efforts to help you achieve three goals: 1. Strengthen the bond between you and your traditional dealer customers. 2. Build your cash business at the retail level. 3. Increase your opportunities for expanding business at the farm, fleet/industrial and imports levels. To accomplish this, NAPA has put together the most comprehen sive and thorough promotional package ever offered. Sales pro grams, special events and new ap proaches to put you in a more com petitive position, covering all your customers' needs while drawing your dealers closer to you than they've ever been. So read on and find out what all is in store for you in 1982, when you "Go the NAPA Way"! 7