Eric Tanzberger
Management
John, I guess, first of all, we don't give perfect market share data, it doesn't exist. We have CDC data that's really not very timely. So on a local market basis, everybody that runs a market has their version of market share, and they report to us, and I realize when you self-report, it isn't always the same, isn't always objective. I would tell you, and again, this is Tom's opinion, so there will be people who may differ on this. In 2004, '05, I think it was more in '05, I guess it was in 2005, we switch from term putting more emphasis on service and recognizing that in our pricing strategies versus product. And again, this was done based upon a strategic analysis that we did. We lost the market share, I would say in the lower price points. And so we've been more competitive as it relates to, like you said, a customer that's willing to spend for services and products that we're really good at delivering at. So we clearly lost some market share back then, but again, I'd say, it wasn't the most profitable part of our business. Then as we began to look at strategically why can't we compete more effectively, again at that lower price point. That's when we decided to eventually go to Neptune acquisition. And we competed more aggressively in that price-sensitive consumer, but through the pre-need model, not so much to the at-need model. So I would argue that we may still lose a slight bit of market share of customers that are going down in certain markets. And again, this is a geographic mix, so some times we're up, some times we're down, and we're actually more price competitive in the arena of that that I would call, the price-sensitive cremation consumer. And I think over time, we're going to gain share, because we are the best pre-need seller in that segment. The other thing I would argue is to, we're the best pre-need seller in all segments, and I think we're growing backlog by what we're putting in the pre-need bucket there, and I also believe the demographics will begin to move our way. As we look at into the Harvard study in how we evaluate markets, we know that our consumers have access to healthcare, quality healthcare, and probably have more of an extension on life than some of the other markets, some of those segments that we aren't as pronounced in. So that again is a deferral and at some point it's going to turn. So we got a lot of belief that our market share should begin to move the other way, not aggressively, but in acknowledgement that maybe in years past, we've lost a slight bit of share in certain markets.