Adding another fragrance to the already over populated industry does seem a bit insane but there is nothing on the market like the fragrance DOMINATION. Its bold and unique aromas are made to dominate a man's mind and grab his attention. It smells of amber musk and oriental resins with the warm seductiveness of vanilla are introduced by lemon top notes. Domination is for the confident woman with a free spirit who knows what she wants. This fragrance is so valiant and seductive, it will make men come running. DOMINATION targets the women of the Generation Y demographic. The women of Generation Y "range from college graduates to kids in their tween years. They already spend nearly $200 billion annually and over their lifetimes will likely spend about $10 trillion. Some have already started careers, and are making major purchasing decisions" (MKTG3, McDaniels Lamb Hair, Ch 3, pg 35), and that is why this is the perfect fragrance for them.
DOMINATION is a specialty product, "when consumers search extensively for a particular item and are very reluctant to accept substitutes" (MKTG3 McDaniels Lamb Hair, Ch 9, pg 132). We strive for customer relationship management, "a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups" (MKTG 3 McDaniels Lamb Hair, Ch 19, pg 293). DOMINATION can be found in department stores, where there is more personal attention to customers needs.
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