The primary market for Radio Shack is consumers who use computers. These would be primarily professionals and students who are fairly to very knowledgeable about computers and their related components. They may or may not purchase their computers at Radio Shack, but they do buy various parts and components for their computers there. Geographically, these customers are clustered where there are Radio Shack stores, as they can obtain the same components via Internet or from other stores in areas where there are no Radio Shacks. Computer customers are looking for availability of parts, good price, and knowledgeable sales associates. Many customers go to Radio Shack to buy a part that they need immediately because something on their computer has stopped working; therefore, they expect Radio Shack to keep the part stocked. Price is an issue, because computer parts are available in many places, and prices are competitive. If the person needs the part immediately, he or she is likely to go ahead and pay whatever Radio Shack is charging for it, but if the price is not competitive, the customer may never return unless a similar emergency occurs. Therefore, pricing should be relatively competitive. The convenience of being able to go up the street to a local Radio Shack store and buy what is needed off the shelf does temper pricing somewhat, but prices need to be in line with competition, not outrageously high. Knowledgeable sales associates are necessary, because in many cases there are a number of similar parts stocked, and the customer needs assistance to be sure of getting the correct one. A customer who finds a salesman with outstanding expertise is likely to come back often to ask about system problems and will be likely to shop there regularly. Since this type of customer typically needs an associateÆs help in the store, the store needs to have enough sales associates on hand at any given time to ensure that all customers can...