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
Time: Reduce the time the customer must spend with the product
A. Reduce steps the customer must use with the product.
Bring products closer to the customer
Serve current customers with new products, saving customer purchase time
Offer additional price points
|1||5411||Convenience stores, for example, which once focused on lower- and middle-income consumers shopping for immediate consumption, are beginning to compete with quick-service restaurants for upper-income consumers and with supermarkets or take-out restaurants for tonight's dinner. To compete in those segments they need portable, single-serve packaging and product designs, and marketing and promotional programs that encourage bundling with other products to increase ring size and create a more complete meal.|
|2||2002||5500||Mufflers aren't rusting away like they used to. They're made with durable stainless steel, which stretches their useful lives to nearly a decade. Good news for consumers but it has wrecked growth for muffler shops. Muffler sales have been declining more than 10% a year. However, Monro Muffler and Brake has kept churning out steady profits. Monro beat the odds through diversification. New products and services have been added to stores. An emphasis on low-priced oil changes has helped drive more traffic into stores – 3.9% in the last quarter. Higher traffic counts help stir sales of other new products and services. While oil changes in the last quarter increased 19%, scheduled maintenance services rose 23%. "It's the portfolio of all the services rather than any one that's important."|
|3||1991||5734||Tandy plans to test 6 big discount stores that will sell computers from IBM, Compaq, Apple and Tandy–a departure from its traditional, full-priced computer stores. Intelligent Electronics and ComputerLand also planning superstores.|
|4||2004||6141||Citigroup is sure to make a big marketing splash behind the new product and could launch new variations of the DinersClub product, ranging from an entry level version to a premium card.|
|5||2002||6211||By starting the new private-client service, Schwab is leaving its image of a discount brokerage. It hopes to be able to create a well-established section without sacrificing the traditional brokerage, which constitutes 38% of the earnings.|
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