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

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

No.	SIC	Year	Note
1	2000	2003	Unilever acquired Bestfoods, which upped its brands to over 1,600. They kept brands that had the potential to become market leaders or those who had potential for growth and were large and profitable enough to justify the company's investments. In the end
2	2711	1997	Newspapers are generating healthy cash flows and grabbing a share of ad spending in the markets. The buyers of small town and suburban papers are betting their properties are better positioned than big city publications to stand up to online services and
3	2840	1997	P&G to lessen consumer confusion. Will eliminate 1/4 of its line: sold off Lava soap, cut the varieties of its Head & Shoulders shampoo from 30 to 15. Another 20% of its products will fade away w/in 4 years.
4	3500	2002	Electrolux, a provider of professional food service equipment in Western Europe replaced 15 small brands with a few big brands. They decided to do this based on the results of a transnational survey. They were able to develop more effective, cohesive mean
5	4833	1998	Networks also argue that they can still reach every corner of America, something cable companies still cannot duplicate. NBC says it reaches 59% of all adults under the age of 50 in a single week, 21% more than the top 10 cable networks combined.
6	5192	1995	In the mid-1990s, a major consolidation among supermarket chains gave these retailers extra muscle to dictate tougher terms to wholesalers. In 1995, Safeway announced it would purchase magazines only from large wholesalers that could handle entire regions

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