Interesting that you have such a low opinion of marketing. BTW, exactly what kind of company do you think IVFH is? A food company? If that's what you think, then you deserve a finance guy making decisions on how to sell product.
You'll note that the well run companies use promotion and advertising to gain share. Price cutting is a slippery slope that tends to lead to more price cutting. It's a horrible way to grow a business unless the price cuts are offset by cost reductions as volume grows.
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