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.

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

2. Emotional:

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

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5712	1992	At Ikea lines are long, there isn't much sales help, and the furniture is frequently "in transit" or out of stock. However, customers admit that the furniture quality is good.
2	5621	2005	Retailer Forever 21 thrives by spotting and reproducing fads. Each week the privately held retailer adds as many as 200 new micro-mini skirts, T shirts and such to stores, often upstaging competitors. Each item boasts a holy-cow price-its average is $15.
3	5311	2001	One of the pioneers of off-price retailing is Burlington Coat Factory Warehouse Corp whose motto was "no frills". The company believed that jammed-packed racks in a warehouse setting told customers that its prices were bargain basement.
4	5999	2003	eBags offers a 110% price guarantee, free returns and customer testimonials on its site. Customers can also place an order by phone with a human representative.
5	5912	2000	As soon as a 24-hour Rite Aid and a CVS opened on the same block as New London Pharmacy, it started taking 340 prescriptions a day (60 less than usual). "Some of these people had been loyal customers for decades." To gain back customers, the drugstore lowered prices.
6	7514	1992	"Alamo announced a three-tier pricing structure, with lower nationwide rental rates of $15 a day for economy cars, $19 for midsize autos, and $29 for Cadillacs. Alamo said the Cadillac rate represented as much as a 55% price cut from its previous rates. Hertz responded by cutting its rate on subcompact cars to $14.99 from $18.99 a day. It's standing firm on rates for midsize or luxury cars."
7	4813	1990	Traffic aggregators buy large blocks of long-distance time from major carriers (AT&T, MCI, Sprint) then resell the time to their customers at a rate that's lower than what the customer would pay if they dealt directly with the carrier.
8	5311	2002	Unlike owners of only a few gasoline stations, chains of grocers and discount stores have deeper pockets, are able to work with larger volumes and have more negotiating power with wholesalers to buy gasoline supplies at good prices.
9	6141	2001	Capital One is based in Falls Church, Va. and it made its big mark in the 1990s by charging low rates as other credit card companies charged a 19.8% interest rate across the board to middle-income customers.
10	6021	1993	Some NationsBank offices charge $5 for a money order, but any post office will sell a money order for 75 cents.