A customer the company serves only when trying to use excess capacity. Such a customer would normally be a non-core customer offering the company positive cash flow on sales but little or no return on invested capital through the business cycle.
(See also Core, Near-Core, and
Early on, individual hotel owners saw websites like Hotels.com as a way to target bargain hunters without affecting loyal customers. They believed loyal customers would buy directly from the hotels and pay higher prices. Meanwhile, in order to compete with rooms from other hotel brands on the bargain websites, owners offered cheaper prices than their competitors in order to get top billing on the sites, which ranked hotels by price.
(Year 2002-SIC 7011)
Explanation: The bargain hunters are Opportunistic Customers. The hotels will serve them only if they have excess capacity, unlikely to yield any other revenue.
General Cinema is teaming with Turner Broadcasting System’s Cartoon Network. Turner will introduce a new marketing program called “MaTOONays” aimed at one of its fastest-growing audience segments: adults. A 20-minute animated package followed by a family-oriented film will run one Saturday morning a month at 50 General Cinema theaters nationwide.
(Year 1996-SIC 7832)
Explanation: General Cinema is opening its theaters on Saturday mornings to experiment with this new product. The theater would have been empty on Saturday morning anyway. The company is experimenting with Opportunistic Customers.