Intermediary Purchasing from the Producer of the Product

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

Risks in relationship: The customer segment needs reassurance it can trust

No. SIC Year Note
1 3571 1991 Yesterday, Compaq, Microsoft, DEC, and others created the Advanced Computing Environment, an alliance to work together to establish a new industry standard based on RISC technology. They hope to persuade software makers to create programs for ACE.
2 3661 2001 Wireless Application Protocol, is a technology for putting the Internet on wireless devices. "The addition of WAP capability is almost meaningless in terms of dollars. It costs, literally, almost nothing to put it on the handset."
3 3851 1991 Luxottica turns around orders from even the smallest customers in two hours, building strong loyalty among opticians.
4 5251 2003 Seigle's decided in the early 1990s not to compete with giant rivals Home Depot and Lowe's in the retail home-center market and return to being a supplier to home builders.
5 5942 2000 Amazon is actually a supplier for Powell. Last year Powell bought 100,000 volumes from it for 22% off list price. Most of Powell's out of print books are from Amazon.
6 7372 2005 Microsoft has been plugging away for five years on its Windows Mobile phone software and now has 40 device makers and 380,000 developers writing for it. Two years ago there were only 4 data-enabled phones running Windows Mobile. Now there are 25. Microsof
7 7374 2004 Alliance has around 10.5 million users today. "These guys have a unique niche among high-end specialty retailers." Alliance looks to sign four to six new private-label clients next year, a few more than last.

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