The president and CEO of Apex Life Canada was attempting to put the final touches on the marketing plan for the Seed Endowment. This was a revolutionary product for the educational savings plan market. While the product itself had been developed, other aspects of the plan had yet to be finalized. The CEO was unsure as to who would be the ideal consumer and how to reach him/her. Traditionally, these products had been sold through insurance agencies. However, he felt there might be a significant opportunity for a new distribution route, direct mail. He knew he had to act fast, since it would not be long before this window of opportunity would be closed by competitors.
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