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13. SEGMENT REPORTING (Details) (USD $) | 3 Months Ended | 12 Months Ended
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Dec. 31, 2013 | Sep. 30, 2013 | Jun. 30, 2013 | Mar. 31, 2013 | Dec. 31, 2012 | Sep. 30, 2012 | Jun. 30, 2012 | Mar. 31, 2012 | Dec. 31, 2013 | Dec. 31, 2012
Sales, net | $ 3,577,000 | $ 3,044,000 | $ 3,609,000 | $ 3,042,000 | $ 3,797,000 | $ 3,156,000 | $ 2,851,000 | $ 2,723,000 | $ 13,271,914 | $ 12,527,268
Cost of Sales |  |  |  |  |  |  |  |  | 5,588,439 | 5,253,336
Gross Margin | 2,023,000 | 1,759,000 | 2,144,000 | 1,757,000 | 2,170,000 | 1,792,000 | 1,699,000 | 1,613,000 | 7,683,475 | 7,273,932
Selling Expenses |  |  |  |  |  |  |  |  | 3,079,060 | 2,729,828
Contribution Margin |  |  |  |  |  |  |  |  | 4,604,415 | 4,544,104
Percent of Sales |  |  |  |  |  |  |  |  | 100.00% | 100.00%
Direct Sales |  |  |  |  |  |  |  |  |  |
Sales, net |  |  |  |  |  |  |  |  | 3,768,963 | 3,536,661
Cost of Sales |  |  |  |  |  |  |  |  | 989,262 | 941,066
Gross Margin |  |  |  |  |  |  |  |  | 2,779,701 | 2,595,595
Selling Expenses |  |  |  |  |  |  |  |  | 1,757,128 | 1,454,099
Contribution Margin |  |  |  |  |  |  |  |  | 1,022,573 | 1,141,496
Percent of Sales |  |  |  |  |  |  |  |  | 28.40% | 28.20%
Distributor Sales |  |  |  |  |  |  |  |  |  |
Sales, net |  |  |  |  |  |  |  |  | 9,502,951 | 8,990,607
Cost of Sales |  |  |  |  |  |  |  |  | 4,599,177 | 4,312,270
Gross Margin |  |  |  |  |  |  |  |  | 4,903,774 | 4,678,337
Selling Expenses |  |  |  |  |  |  |  |  | 1,321,932 | 1,275,729
Contribution Margin |  |  |  |  |  |  |  |  | $ 3,581,842 | $ 3,402,608
Percent of Sales |  |  |  |  |  |  |  |  | 71.60% | 71.80%

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- Definition The aggregate costs related to goods produced and sold and services rendered by an entity during the reporting period. This excludes costs incurred during the reporting period related to financial services rendered and other revenue generating activities. + References Reference 1: http://www.xbrl.org/2003/role/presentationRef -Publisher SEC -Name Regulation S-X (SX) -Number 210 -Section 03 -Paragraph 2 -Article 5 Reference 2: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 225 -SubTopic 10 -Section S99 -Paragraph 2 -Subparagraph (SX 210.5-03.2(a),(d)) -URI http://asc.fasb.org/extlink&oid=26872669&loc=d3e20235-122688 + Details
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- Definition Aggregate revenue less cost of goods and services sold or operating expenses directly attributable to the revenue generation activity. + References Reference 1: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 225 -SubTopic 10 -Section S99 -Paragraph 2 -Subparagraph (SX 210.5-03.1,2) -URI http://asc.fasb.org/extlink&oid=26872669&loc=d3e20235-122688 + Details
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- Definition Total revenue from sale of goods and services rendered during the reporting period, in the normal course of business, reduced by sales returns and allowances, and sales discounts. + References Reference 1: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 225 -SubTopic 10 -Section S99 -Paragraph 2 -Subparagraph (SX 210.5-03.1) -URI http://asc.fasb.org/extlink&oid=26872669&loc=d3e20235-122688 Reference 2: http://www.xbrl.org/2003/role/presentationRef -Publisher SEC -Name Regulation S-X (SX) -Number 210 -Section 03 -Paragraph 1 -Article 5 + Details
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