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... figure it out. &# 160 In utter frustration, a friend once lifted off the 54 individual color tabs and reapplied them to solve the puzzle. Although he could never do this the correct way, it was satisfying for him to show us his "accomplishment." &# 160 If you're familiar with the cube, you'll understand his frustration. If you've never seen or played with this toy, you'll never appreciate the challenge. So what does this game have to do with designing effective surveys? Nothing — or perhaps everything. &# 160 In the past, businesses served "mass markets." Although the individual members of these groups differed in age, economics, gender, and race there was no expectation for "tailor made" products. The only possible exception was for ... wealthiest members of the "mass" — and even they had limited expectations for customization. &# 160 Although manufacturers would occasionally narrow the mass into market segments by age, economics, etc., this was just dividing the "herd" into smaller "pens." &# 160 Because of this there were only a few competitors, all of whom shared success and profits by selling similar products to the public. Consumers had limited access to information, most of which was controlled by or filtered through manufacturers, distributors, or providers. &# 160 Today, the game has changed. We've joined a global market that's the most competitive in history. The Internet has given every consumer convenient access to full information on any product or service, creating a new "sophisticated" consumer who ...

...#8221; premises only). • Toy Vehicle Provision There was concern t...nkfully, now extends coverage to these toys - unless Dad “soups it up...

... never seen or played with this toy, you'll never appreciate the challenge...

...out it. Jigsaw puzzles are timeless toys and tools. We’ve all done them....te? The reality is that as a game or a toy, nothing’s changed. As a busi...

...t determines the price of gasoline, toys, and cars. The market, not actuaries,...rket determines the price of gasoline, toys, and cars. The market, not actuari...

...ng, hunting and fishing equipment, toys, and animals. The key is that the clo...lothes ranchers and farmers like. The toys are things like tractors, plastic ...

... or copyright what is yours, now. Take the necessary steps to make sure you're protected. Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. ... Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag line Greatest Show' to promote tourism. Support your sales force. Salespeople talk about benefits and confidently outline what's different about their firm's services and products. They're on the road promoting a unique selling proposition, reinforcing a we're the only one' statement to customers and prospects. Be sure your corporate identification and accompanying materials and messages are consistently doing the same. Use design to brand your business with your audience's needs in mind. Stay original, dare to be different, and don't lose your focus on who you are and what business you're in. Varnell Del Vecchio is the art director of Graham Communications, a marketing services and sales consulting firm. ...

...ce, Jags, BMWs, and other expensive toys. Vandalism occurred over the weekend,...

.... Walter brought a suit against the toy maker, yet despite the similarity of n...

... ), otherwise covered would have no coverage if it had been used even once in the past to service a neighbor's premises. The policy now states that there is coverage for a motor vehicle "used solely to service a residence" (and not the "insured's" premises only) . • &# 160Toy Vehicle Provision There was concern that the previous policy provided no liability coverage off premises for toy vehicles designed for use by small children. The policy now states that the motor vehicle exclusion does not apply off premises for a vehicle "designed as a toy vehicle for use by children under seven years of age, powered by one or more batteries and not built or modified after manufacture to exceed a speed of five miles per hour on level ground" . So, thankfully, now extends ... to these toys - unless Dad "soups it up" to go more than five miles per hour! • &# 160Expected or Intended Injury The exclusion for Expected or Intended injury in the previous policy has an exception which states that the exclusion does not apply to "bodily injury" resulting from the use of reasonable force by an "insured" to protect persons or property. The exception now includes coverage not only for "bodily injury" in such a case, but "property damage" as well. • &# 160Controlled Substance The liability exclusion for loss resulting from the use, sale, manufacture, delivery, transfer, or possession of a controlled substance had an exception for the legitimate use of prescription drugs by a person following the orders of a licensed "physician" . Recognizing ...