Price Leader: The Company Can Be counted On to Lead the Industry in Price Related Innovation
A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
d. Company Capability: Company capability that crosses all products
4. Price Leader: The company can be counted on to lead the industry in price related innovation
|1||5900||2000||In web based photo services, Kodak's joint venture with AOL "You'veGotPictures" flopped. Fewer than 5% of AOL' s members used it. Sites like SnapFish and Ofoto were giving away the picture sharing for free while You'veGotPictures" charges $7.|
|2||5311||2001||Appealing to middle America homeowners on a budget, Christopher Lowell centers his collection on bedding packages starting at $149-$299. There are also curtains and designer paint.|
|3||5912||2000||New London Pharmacy fought back against chain competition by advertising their rock-bottom prices in neighborhood newspapers and offering coupons at senior centers.|
|4||5331||1989||Carrefour hypermarket is now consistently advertising price promotions in local newspapers; Carrefour initially didn't use the local media well.|
|5||6141||2001||Providian Financial's customization allows it to do a better job giving the best terms, rates, fees, and benefits.|
|6||5311||1993||Wal-Mart no longer claims to have "Always the low price. Always." Now its slogan is "Always low prices. Always."|