Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
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.
C. Reduce the customer’s spending on other products used with the product
Warnings and advice
|1||2002||4724||Many consumers go to the branded hotel company web sites first, but still end up buying from the intermediaries because the prices are lower.|
|2||2000||5331||SuperTarget's focus is on service and variety while Wal-Mart and Kmart focus on low prices.|
|3||1990||5411||The Rosauer store took the 2 1/5 percent of gross that had previously gone into advertising and markdowns, and put it all into improved customer service. It gained market share until it was first in the market (from third). Put performance over price.|
|4||2002||5411||The National Association of Convenience Stores says that 75% of consumers would switch retailers to save 7 cents a gallon or about a $1.05 on a 15 gallon tank.|
|5||2002||5541||Oil companies contend that while some drivers will go out of their way to save a little money, most will pick a station because it is convenient.|
|6||2000||5731||The supersized specialty retailers, like Circuit City, originally attracted their customers with very deep inventory and low prices. Now, they are under pressure from the mass merchants like Wal-Mart and from direct sellers like Gateway and Dell.|
|7||2000||5912||As soon as a 24-hour Rite Aid and a CVS opened on the same block as New London Pharmacy, it started taking 340 prescriptions a day (60 less than usual). "Some of these people had been loyal customers for decades." To gain back customers, the drugstore lowered prices.|
|8||1985||6021||Although many banks charge $10 for each bounced check, surveys by the Bank Administration Institute indicate that it costs only 34 cents to 50 cents to process one.|
|9||1993||6021||Some NationsBank offices charge $5 for a money order, but any post office will sell a money order for 75 cents.|
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