Transcription: The structure at the heart of TubePak is what's known as a brand switching matrix. Here, it's composed of loyalists to TubePak, switchers, and loyalists to the competition. This simple market structure exists both for major customers and for minor customers. The movement of customers between these three accumulations is determined largely by TubePak's decisions as well as by the competition's responses to those decisions. In TubePak, the major challenge is to move customers into the box of loyalists and then to keep them there.
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