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.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product.
Segments where delays are the result of too many benefits
|1||2840||1997||P&G will lessen consumer confusion by eliminating 1/4 of its line by selling off Lava soap and cutting the varieties of its Head & Shoulders shampoo from 30 to 15. Another 20% of its products will fade away within 4 years.|
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