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
Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Distance from competition
|Newspapers are generating healthy cash flows and grabbing a share of ad spending in the markets. The buyers of small town and suburban papers are betting their properties are better positioned than big city publications to stand up to online services and other electronic media. In most cases, community papers are the sole providers of local news and information. Their biggest challenge is the proliferation of cable channels. Chains of newspapers have boosted efficiency by grouping papers in geographic regions to squeeze out redundant overhead costs and to offer regional ad packages.
|TBC keeps its marketing budget low by only competing in the replacement tire market. In the replacement tire market, brand name recognition isn't very important and margins are bigger.
|Terex targets equipment rental firms and other customers that don't want or can't afford all the bells and whistles on equipment made by larger rivals like Caterpillar and Hanson. This strategy, coupled with the purchase of PPM Cranes in 1995 has lifted Terex's market share of the crane market to 35% from 9% in 1993.
|Nextel Partners has signed new contracts with Caterpillar and Anheuser-Busch. Nextel Partners is 32% owned by wireless giant Nextel Communications. It operates under the Nextel moniker in small and midsize markets that aren't covered by Nextel Communications.
|CompuCredit sticks to the underserved groups in the credit card industry.
|Euronet stands out for its willingness to invest in newer markets early. It operates payment networks in about 65 countries.
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