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.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
B. Needs to avoid sources of anxiety
Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
| No. | SIC | Year | Note |
| 1 | 2085 | 2003 | From its Smirnoff vodka to J&B scotch to Tanqueray gin, beverage powerhouse Diageo has the products to suit almost any occasion. Where there are gaps, it's happy to invent new categories. |
| 2 | 5942 | 2000 | Amazon is actually a supplier for Powell. Last year Powell bought 100,000 volumes from it for 22% off list price. Most of Powell's out of print books are from Amazon. |
| 3 | 5942 | 2003 | Amazon owns the sales data from Borders transactions online. They do, however, share information with Borders that allows them to directionally serve customers better. |
| 4 | 7372 | 2005 | Microsoft has been plugging away for five years on its Windows Mobile phone software and now has 40 device makers and 380,000 developers writing for it. Two years ago there were only 4 data-enabled phones running Windows Mobile. Now there are 25. Microsof |
| 5 | 7812 | 2004 | The bulk of Univisions's TV programming comes from Grupo Televisa of Mexico, the world's largest Hispanic broadcaster and a major Univision investor. Televisa guarantees Univision a steady supply of Mexican telenovelas and unbeatable prime time ratings. |
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