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5.1. Broadband Phone Carriers

Here's how marketing works, at least on one level: if you've heard of the company, they will charge you more money than will a company you've never heard of. A name brand charges more than an unknown brand or store brand. You see this every day at the supermarket, where Del Monte charges more for a can of green beans than the store brand with more or less the same green beans in the same size can.

On the flip side of this, vendors know they must attract customers one way or another. Building a name brand and national reputation is one way to attract customers. Vonage accomplished this with their constant advertising on TV and all over the Internet. To many people, Vonage is the only broadband phone company, and Vonage loves that.


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