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.
|By offering many product categories but just one or two brands within each, small stores like Dollar General can offset the size advantage held by megastores.
|Wal-Mart and Southwest Airlines were innovative companies, not inventive. They took existing models and changed them to meet new needs, serve new markets, and please customers. Schwab didn't invent the discount broker when he started Schwab in 1974. But doing business solely over the phone wouldn't do. So it opened branches without pushy salesmen. It also took an early lead on new technology.
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