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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
Segment's approaches to limit on spending: Customer segments with preferences for price point alternatives to the present product: Lower price point:
With fewer benefits in more than one Performance category
|Wyse Technology Inc. was the leading independent maker of video display terminals, the device that preceded PCs on corporate desktops. Exploiting Taiwan's well trained and low-cost work force, the company developed a cheap but high quality alternative to IBM's terminals. The company's founders saw the PC coming and knew it threatened their business. When the company decided to jump into the computer market using a factory in Hong Kong to produce inexpensive PCs, a third of its machines were sent back by distributors.
<<Return to Obtain Steps