Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

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

No.	Year	SIC	Note
1	2003	2844	Estee Lauder purchased Jane cosmetics line, typically sold in drugstores and such retailers as Wal-Mart. However, Jane has performed poorly under Estee Lauder's struggle to grasp selling to mass merchants and the limited potential of such a narrowly aimed target market of young buyers.
2	2003	4512	Orbitz's fees for airlines are sharply lower in part because it directly connects to the airline's booking system, cutting out middlemen fees.
3	2004	4899	As voice over internet protocol expands, phone and cable companies are hurrying to develop capacity. Cable operators are at an advantage as they can offer cable TV in addition to VOIP and internet access.
4	2005	5331	Wal-Mart's three-year-old financial-services department cut rates on money wiring to attract the fast-growing immigrant segment, supporting family back home.
5	2000	5600	The entrepreneur of Wear America puts 150 to 200 items of designer clothing and accessories up for sale on eBay, and other auction sites. He has great prices on Hugo Boss shirts, Fendi bags, Armani loafers, and Ralph Lauren sweaters.
6	1991	6321	A handful of companies have persuaded HMOs to charge on a fee-for-service basis, instead of taking the usual pre-paid fee that covers employees even if they do not need medical attention. The companies share the risk of financing medical costs.
7	2004	7841	Netflix has built a loyal following and has been briskly adding new subscribers to its rolls, despite the alternatives open to consumers. The company attributed its improved subscriber growth to the Nov. 1 price cut in its monthly subscription fee to $17.99 from $21.99, an effort to blunt the then-impending entry of Amazon into the DVD-rental market.

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