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Marketing and Competing

Fortnightly Magazine - April 15 1997

Computer 38.1% 39.2% 28.9% 33.2%

Census Region

New England 30.2% 15.3% 21.7% 32.7%

South Atlantic 29.3% 16.4% 22.7% 31.5%

Pacific 30.1% 14.9% 22.7% 32.3%

Mountain 33.2% 13.0% 22.1% 31.7%

Percent of Population 31.0% 33.0% 14.4% 21.6%

Table 2. Switching Long-Distance Providers:

Comparison of Actual and Expressed Behavior

"I will change "I changed Actual vs.

providers" providers" Expressed

AT&T 27.5% 10.0% 36%

MCI 46.6% 28.9% 62%

Sprint 37.2% 21.6% 60%

Other 38.6% 24.9% 64%

Table 3. Actual Retention Rate for Major

Long-Distance Carriers

Which Company Their Customers Switched To

Original Original

Provider Market Share AT&T MCI Sprint Other

AT&T 76.6% 92.5% 2.5% 0.7% 4.4%

MCI 11.6% 18.2% 66.2% 12.5% 3.1%

Sprint 4.9% 11.3% 14.9% 71.8% 2.0%

Other 3.1% 20.1% 5.3% 2.1% 72.5%

1Information based on the second National Residential Consumer Research Survey, ReQuest II. Electric Power Research Institute (EPRI) cofounded the study, which collected data from approximately 30,000 consumers, at the national, regional and household levels. PNR conducted the study of customer categories and switching behaviors for local- and long-distance telephone, cable TV services and electricity and gas utilities.

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