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MARKETING CASE STORIES

COPYRIGHT 1996 - 2008
4/6/08
The Box

A long time ago and a short time ago. In a place both near and far away a professor purchased a cell phone from Verizon Wireless. They tell the customer that if they are not satisfied they can return the phone. They also mention that it must be in the original box. Many people that change their minds and perhaps get a better deal from another vender when they return the phone do not have the box. Verizon will then not take the phone back stating their box policy.

Verizon also has a policy that the if the customer wants to get out of their contract they must pay a large fee. When they sell the multiple phone program under one bill that shares minutes they do not mention that each phone must pay their contract fee.

Marketing Application IMBALANCED

Verizon does these things to discourage the customer from easily moving their service. They get the customer in and then force them to pay or create unusual requests such as bring the box to get out of the agreement. They hope that by the end of the contract any ill feelings will be forgotten. Not so with me. As long as competition continues to follow these practices there is not incentive to change. Once the first competitor changes these and customers realize this Verizon will change. They all may have to change because of State or Federal regulations or a class action suit.