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
Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability
|1||2273||1996||World's CustomWeave division was able to grow dramatically when it shifted to a tight market focus on a select group of high end retailers.|
|2||2732||1990||Bantam Doubleday Dell sent 60 top executives to work for 2-3 days in bookstores across the country to learn more about how books are actually sold in hopes that increased understanding of customers will help bookstores sell more of their titles.|
|3||3827||1999||Most contact lens companies sell a specific brand to many different channels. Ocular Science, however, uses a private branding strategy (it sells the same lenses using different names to different clients). This promotes customer loyalty.|
|4||3851||1991||Luxottica turns around orders from even the smallest customers in two hours, building strong loyalty among opticians.|
|5||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.|
|6||7373||2003||Scene7, who provides clickable swatches for Victoria's Secret's Web site, convinced the company to use them by creating a demonstration of the quality of their work and how easy it was to use.|
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