Final Customer Purchasing from an Intermediary of the Product

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.

B.
Resources: Reduce resources required for the use of the product

2.
Time: Reduce the time the customer must spend with the product

A. Reduce steps the customer must use with the product

Reduce customer steps in the product process
Reduce customer choices

Customer decisions in purchasing

No.	Year	SIC	Note
1	2003	4899	Apple is betting on simplicity- a concept not usually associated with the current crop of music sites. Apple's Music Store is expected to have simpler rules than other downloadable music providers out there. Each song will cost 99 cents, no strings attached.
2	2003	5699	Hot Topic's stores are typically 1800 square feet, compared to at least 3500 square feet for the average mall retailer; this helps keep overhead costs low.
3	1990	5961	Lands' End is rolling out a new children's catalog this summer, and by early 1991 it will unveil a new book of bed and bath basics.
4	1993	5961	Spiegel hawked its regular wish book in Ebony & Essence magazines to create a mailing list for black women. Using this database, Spiegel tracked these customers' purchasing patterns, using what they bought as a guide to put together a new catalog.
5	2001	6211	Online brokers are rolling out advanced new tools for trading and tracking stocks, appealing to both trading pros and regular investors. Level II quotes include the ability to scan the landscape of market makers and electronic trading networks to find the best price available for a trade. The Level II quotes give more information to the investor. However, this technology may be too complex for the average investor. Datek makes it more accessible by using its own smart order routing technology to find the best execution. This speeds up the transaction.
6	2004	6211	Ameritrade Holding Corp. is rolling out Amerivest, an online service that helps investors pick an asset allocation tailored to their risk tolerance, and then, with a click of a button, purchase ETFs to execute that choice.
7	2004	6211	At Ameritrade, investors answer six questions designed to measure their risk tolerance and then are funneled into one of 25 model ETF portfolios.

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