Intermediary Customer Purchasing from the Product Producer
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.
B.
Resources: Reduce resources required for the use of the product
1. Money – Reduce the money the customer uses with the product
A. Reduce the level of payment for use of the product
Reduce Performance benefits
Reduce Convenience benefits
| No. | SIC | Year | Note |
| 1 | 2043 | 1990 | Because ingredients typically represent only about 10% of a cereal's retail price, without heavy advertising, superstar endorses, or fancy packaging, Malt-O-Meal can offer grocers margins of 15 to 20% – compared to 12% they get for big brand names. |
| 2 | 7372 | 1992 | Lotus software that lists for $495, can be purchased for $339 by mail, and big companies pay $307, or $250 in lots over 100. |
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