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California Cheap Skates is a leading company that directly markets to teen boys, with a 15-year history on selling skateboards, apparel, snowboards, and active wear through an on-line and off-line catalog. This paper will include information on California Cheap Skate's marketing and advertising through their on-line and off-line effort. The marketing concept requires more than being able to meet customer needs, but requires meeting them better than competitors. The basic goal of marketing is therefore …

…a one-on-one marketing technique, which can create valuable consumer experiences and enhances the relationship with the customer through personalized services. Strategic market planning is concerned with adapting the organization to a changing environment. Organizations succeed when they meet the need of customers more effectively than competitors. References: Taflinger, R. F. (1996). In A Definition of Advertising. Retrieved May 26, 2006, from http://www.wsu.edu/~taflinge/addefine.html www.ccs.com, (2006). Retrieved May 26, 2006, from http://www.ccs.com