Introduction Mark Del Franco titles the article that I chose to review "Adventure in Benchmarking," The publication title is Catalog Age. The article discusses the importance of benchmarking in a company. The article gives a clear picture of how benchmarking is beneficial to different types of companies. They cover the important aspects from Cabela's, a based outdoor catalog, cooking catalogs, and Swanson Health Products. Definition The term benchmark when looked up in a dictionary can …showed first 75 words of 440 total…

…showed last 75 words of 440 total…process" (http://retailindustry.about.com/), what business is not going to consider using the concept? There are many advantages to benchmarking as the article points out. Some of those advantages are: * New insight on things that might be overlooked * New perspective when looking and comparing your company to someone else's * New targets and goals are made after the comparison is completed * Projection of future especially the businesses financial future * Provides areas of focus and opportunities