Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

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

1.
Money – Reduce the money the customer uses with the product. For more ideas on using pricing, please see the Improve/Pricing section of StrategyStreet.

A. Reduce the level of payment for use of the product

Reduce performance benefits
Reduce function benefits

Reduce options

No.	Year	SIC	Note
1	2002	3571	In a move to expand its market, Palm Inc., on Monday unveiled a $99, entry-level handheld computer, hoping that students and casual shoppers will find the low-cost personal digital assistant a better way to stay organized.
2	2001	3571	Dell Computer, which rocketed to the top of the PC market with its custom made PCs, is expected to unveil a prebuilt PC designed to compete with off-the-shelf models sold in retail stores.
3	2002	3571	Gateway Inc.'s collapse in stock leaves the company with a value that is next to nothing. The company's CEO is clashing with Dell among others in a price war. The CEO is fighting to escape a no man's land between Dell and Apple. The company's market cap is $1.3 billion and the company has only $1 billion in cash on hand. Gateway Inc. holds only 5.6% of the U.S. market. To help the company grow, the CEO is making a case to prospective Apple shoppers by marketing Gateway as the cheaper alternative. Gateway's new product is a flat screened Profile 4 which resembles Apple's iMacs but is $400 cheaper. The new Gateway doesn't have enough features to win over Apple loyalists but it could lure some small niche of PC users contemplating buying a Mac.
4	2004	3571	Businesses are moving away from proprietary, high-priced computers in favor of off-the-shelf machines which run Windows or Linux. These computers are flexible and can be networked together, creating a powerful machine at a fraction of the price of a server.
5	1998	3571	In 1994, Wyse Technology Inc. designed a new computing device that would be part PC, part terminal. The new product would run on a microprocessor but it would lack the pricey disk drive.
6	2003	3571	Two types of PC buyers are appearing. One is the traditional consumer buying a system just for the home. In that case, price is what counts. Low-end products have driven the PC market. Others are blending work and home functions. They're willing to pay more.
7	2004	3577	For years, the server market has been shifting to the "Chicken McNuggets" approach to technology, that all parts are the same. Servers are increasingly seen as commodities, with price being the only selling point.
8	2005	3661	Motorola is emphasizing high style in one new product, an ultrathin model called Slvr. It hopes Slvr will replicate the success of its Razr folding phone. The U.S. version of Slvr is for consumers who might spend $150 on a phone rather than the $300 for a Razr.
9	2004	4481	Carnival Corp, the world's largest cruise line, had to reroute ships, change ports and cut short itineraries in response to bad weather in the summer of 2004. However, losses were minimized by the company's ability to move its ports. This flexibility also helped the company survive the decrease in pleasure travel after September 11. Boats were moved to closer-in ports, fares were cut and shorter trips were offered to appeal to the nervous or budget-conscious traveler.
10	2002	4512	US Air will be cutting back its schedule significantly.
11	1998	5812	Many restaurants have responded to tighter purse strings by offering lower-cost menu items and prix fixed meals to court cost conscious customers.

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