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<p>ACT I</p> <p>Boardroom of Appalachian Aromas, Inc., a perfume manufacturer in Pine Hollow, West Virginia. </p> <p>CHAIRMAN: Well, gentlemen, are our sales doing fine? </p> <p>VP, MARKETING: Lousy. As you all know, our new line is based on the essences of lovely little flowers that grow only in the Blue Ridge Mountains. But it has been a flop. Women say our Blue Ridge Blossoms fragrance smells like all the other perfumes, only worse. But our Eau de Skunqoil is very popular with men. </p> <p>CHAIRMAN: Why do they like it? </p> <p>VP, MARKETING: They don't. It smells awful. But men buy it. Then they send it to their ex-wives and mothers-in-law. But it's a small niche. Too many men are scared of litigation if they send a skunky perfume. We must develop new products. A whole new range. </p> <p>CHAIRMAN: How about our profits? </p> <p>VP, FINANCE: We've reported losses in 13 of the last 14 quarters. Our cash reserves are scraping the bottom. Nowhere near enough to develop a single new fragrance-much less a full line of new products. </p> <p>CHAIRMAN: How about a merger? </p> <p>CEO: No luck. So many doors are slammed in my face, I feel like I should wear a hockey mask. But I've figured a way out. Go on the Internet. One of my daughters designs Web pages. We would have a sharp focus: skunk oil. My daughter has sketched a neat logo: a skunk with a mean, nasty look. Our URL tells our story: </p> <p>CHAIRMAN: Well, why not try the Internet? Nothing else has worked. Market share is everything.</p>

N. P. Smith, "Marketing Eau de Skunqoil: Only on the Internet," in Computing in Science & Engineering, vol. 1, no. , pp. 88-C3, 1999.
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