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 preferred location
|A radio station has employed a "time brokering method." In these arrangements, a struggling station sells virtually all of its airtime to another station in the same market or in a market next door. The station that sells its time becomes what amounts to a robot transmitter. "Our sponsors love it, because they get more coverage." For its part, the selling station eliminates almost all of its regular operating expenses and receives payment for its airtime.
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