Cima Mountaineering, Inc. Case Problem: Cima Mountaineering Inc. is facing the task of deciding between two marketing plans, proposal 1 by its President, Margaret Simon and Proposal 2 by its Vice President, Anthony Simon. Each proposal has been laid out in a memorandum and considered from a product, promotional, distributional, and positional point of view. The views expressed in the memorandums give a great perspective from a qualitative stand point but in order to properly resolve the problem