The way the government channel reacted raises an important issue. You simple cannot use the information provided by the analysis without taking into accout competitive forces, If our competitors decide to become more active and increase the level of advertising, discounting, or special offers, then we are often forced to do the same even if we have decided on a different strategy. You just cannot turn your back on a product because it is not super-profitable. Most of our products are part of an integrated marketing strategy, and we cannot afford to lose them.