Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
Resources: Reduce resources required for the use of the product
Money: Reduce the money the customer uses with the product. For more ideas on using pricing, please see the Improve/Pricing section of StrategyStreet.
A. Reduce the level of payment for use of the product.
Reduce price for a comparable product
Offer introductory pricing
|1||2005||5331||Wal-Mart's three-year-old financial-services department cut rates on money wiring to attract the fast-growing immigrant segment, supporting family back home.|
|2||1999||5699||To make up for lost time, Gap is turning to some tried-and-true methods to convert walk in shoppers to cybershoppers. In July, Gap held an in-store drive to get customers to submit their e-mail addresses. To spur shoppers to sign up, Gap offered 10% off and free shipping on their first online purchase. Gap's weekly e-mails plug specific merchandise and include links directly to apparel on Gap's Web site.|
|3||2003||6021||Washington Mutual allows other banks' customers to use its ATM machines without paying the customary $1.50 surcharge. But other fees still apply. Washington Mutual still charges its own customers $1.50 for using another bank's ATM.|
|4||2002||6211||Schwab charges $400 for an analysis of client's holdings and a couple of hours worth of advice. Schwab also manages a client's money for a yearly fee based on assets. But competition is fierce.|
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