Making the Fishbowl Bigger - Marketing Opportunities for Exterior Products

摘要

This is a non-technical paper focused on the marketing opportunities for exterior products from the presenter's unique vantage point in roles as high volume user and buyer of both wood and alternative/non-wood decking (terms used interchangeably) andas manufacturer and association executive within the non-wood decking industry.Long viewing each other largely as competitors, the wood and non-wood decking industries, and the associations that represent them, have latent but significant symbiosis to effect growth of the industry size, member's revenues, and share increase of American's disposable income, (which is at historical highs).