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
|1||2844||2003||To meet the demands of its customers for a cosmetics department, Kohl's discount department store recently made a deal with Estee Lauder cosmetics company. Estee Lauder, not wanting to jeopardize its upscale name or its relationship with high-end department stores, is creating a new company division called BeautyBank to develop products and brands exclusively for Kohl's. Estee Lauder's offer was most favored by Kohl's because it included: multiple cosmetics brands; a perfect price range between the higher end of drugstore cosmetics and the lower end of department store cosmetics; and an established national marketing structure.|
|2||3571||1990||Many publishers of educational software don't like IBMs because they are harder to use than Apple computers.|
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