Final Customer Buying 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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capability that crosses all products
Price Leader: The company can be counted on to lead the industry in Price related innovation
|The largest personal computer maker, Dell Inc. reported their third quarter profit jumped 25% as its U.S. business customers boosted spending on PCs. Dell's profits were buoyed by accelerating declines in component costs that helped increase customer demand. Total shipments rose 22% exceeding the company's own forecast. Revenue climbed 18% to $12.5 billion from $10.62 billion a year earlier. Dell's aggressive push to pass along lower component costs helped spur demand, especially in notebook PCs where shipments increased 35%.
|Solbourne clones of Sun machines are more powerful as they incorporate parallel-processing techniques. They will be able to use software written for the Sun 4 without modification.
|Canon, which put the finishing touches on its new $99 PIXMA iP3000 printer last year, decided to position the machine against a comparable $129 Hewlett-Packard product. Canon built features into the printer such as two-sided paper printing and a second paper input tray that H-P's product lacked. The machine was soon selling briskly.
|Brother Industries believed it could become successful in the fax machine industry if it could offer a product that was lower priced than rivals. Engineers were ordered to come up with a machine that cost just $399, about $100 less than rival offerings. The new machine, called Fax-600, was a hit in the U.S.
|By charging 25% to 33% less than established carriers along CA routes, Southwest's market share has soared from 4% in 1987 to 47% today.
|America West is in the final stages of becoming a low-fare airline, a shift rivals attempted more narrowly by creating low fare carriers within their airlines or lowering their fares structures only in selected markets.
|The no-frills airline EasyJet has successfully expanded into car rentals and Internet cafes and is considering launching EasyCruise.com, EasyBus.co.uk, and EasyDorm.com.
|Additional program benefits for using Airborne Express include free on-call pickup from most locations and delivery the next business morning–usually by 10:30 a.m.
|Netphones are improving and may be good enough to give phone companies a run for their money. One needs an analog telephone adapter connected to a network router and then to your telephone. It allows the consumer to have cheap international calls.
|Waste Connections looks for suburban and rural markets to target. The population in these areas grows at 3-times the national rate. It likes smaller markets because it allows it to become the #1 or #2 player.
|Discount real estate brokerages have been operating on the web for several years. Their growth has been limited because they generally do not have access to the exclusive listings that members of the National Association of Realtors share.
|Alpine Meadows ski resort recently added a daily, slightly restricted adult lift ticket for $39, down from $56 last year. Skiers at Alpine last spent $39 for a day pass in the 1989-90 season. Sugar Bowl quickly matched the offer this season.
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