Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

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
Target your products on markets with limited competition from the leading industry competitors
Target locations with low populations

Mid-sized cities

No. Year SIC Note
1 2002 4512 Major airlines use regional airlines like Atlantic Coast for small flights between low-revenue markets like from Knoxville, Tenn. to Chicago.
2 2001 4512 JetBlue operates out of New York City, the largest market in the country, sending planes to five destinations in Florida, four in the Northeast, and five out west. Like Southwest, JetBlue offers low-fare service. It flies mostly in secondary markets.
3 2001 4512 Great Plains won't be a discounter despite just starting up; it plans to match the fares of the majors. It figures it can fly the Embraer jets less than half full and still break even. And by offering direct service, particularly to Washington and New York City, it won't fly into the hubs of its rivals. Great Plains Airlines originally planned to fly passengers nonstop between Oklahoma and 12 major U.S. cities (major carriers didn't offer these flights).
4 1987 4522 Sacramento is a major destination for charter outfits because it's not well served by commercial carriers.
5 1999 4813 U.S. Cellular provides service to mid-sized cities like Tulsa, OK, Tallahassee, FL, and Rockford, Ill.
6 1991 4911 There is a nationwide glut of generating capacity in U.S. AES builds medium-size plants in small pockets.
7 2002 5812 Starbucks will begin hitting the smaller towns and second-tier cities in America. The company feels that it has not reached 50% of capacity in the American market with stores in all 50 states.
8 2000 8069 NovaMed operates corrective laser surgery centers in 6 different markets. Instead of targeting mega-markets like New York and Los Angeles, the firm goes for midsize markets like Kansas City, Richmond, and Chattanooga.
9 2002 9511 Waste Connections collects less trash than bigger competitors, works at greater distances between customers, and works mostly in lower-priced markets. Waste Connections focuses on markets with populations below 100,000 and has operations in Sioux Falls S.D., Idaho Falls, Idaho, and Wichita Kan. The company has stayed west of the Mississippi and has had very little pressure in these markets.

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