Colonial Auto Center

The CEO of Carter Myers Automotive must consider his promotional plan for the coming summer. His company owned and operated three Virginia automotive dealerships: Colonial Auto Center in Charlottesville, Colonial Honda in Petersburg, and Heritage Chevrolet-Geo in Chester. Colonial was a multifranchise dealership featuring vehicles manugactured by Lincoln, Mercury, Cadillac, Buick, Pontiac, Nissan, Mitsubishi, suzuki cars, and GMC trucks. Several weeks earlier, Myers had requested a written advertising proposal from each of the four major radio station operators in Charlottesville. To finalize his promotion plans, Myers needed to make a final decision on each of the four proposals.