Sin t

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The Channels to Watch
Grandes empresas con IT dpts. Compras grandes.
Rep. técnicos
H. Packard
Mail orders Web site
Más de 22 mill. de pequeñas empresas sin IT
dpts. Compras pequeñas.
Cap.-Fin.
V.A.R (IT-Dpt)
NECESIDADES
(nuevos prod., 1000 em- pleados, mktg.)
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focusing on channels that small businesses want
to buy from, including value-added resellers
(VARs), mail order, and the Web
Channels are so important, in fact, that HP
spent two years creating its small-business
initiative
To uncover which channels most effectively reach
small businesses, HP needed to survey customers
to determine where and how they prefer to buy
products "We want to be where the
small-business customer goes,"
"They start with the customer and then look
backward,"
"Small businesses are looking for a virtual IT
department through the VAR channel."
The direct mail pieces are customized with each
reseller's name and logo, so the leads go
directly to resalers
there are three choices," .., place an order
online they can choose to have an HP reseller
in their area contact them directly or they can
locate an HP reseller on their own
"It's a basic HP principle that to succeed in a
market you have to have a superb understanding of
your customer, your channels, and your
competition."