ecome comfortable paying a premium for those areas. The plan for targeting specific regions based on the cost of capacity should take into account the mix of services we are selling in those areas. The low cost of incremental capacity may be an opportunity that we can use to promote 3G services in the sub- scriber community. In marketing data services, it is particularly important to define the different types of demand and peak-demand times created by business users consumers and the different rates each is willing to pay. 45.2.4 Marketing presence People buy wireless service for many reasons. There are rational factors and there are impulse factors in the selection of a wireless service provider. In the 3G wireless world, not only are people deciding to buy wireless service, but they are also deciding what specific voice, data, and other services to buy. The big-picture view of the consumer purchase decision process is vendor recogni- tion. People feel comfortable buying service from companies whose names they know associate with high quality. 4 Price and availability of service are major concerns in consumer selection. And advertising is often the catalyst that stimulates people into taking action and buying the service they want to buy. Marketing presence is related to reputation not only in the sense of good or bad rep- utation but also in the sense of the association people make with the company. Dell Computer Company offered personal computers that were as reliable as and price com- petitive with IBM, Compaq, and Hewlett-Packard, but it took over a decade for Dell to gain a reputation as a provider of personal computers for businesses rather than home users. Dell succeeded in changing its reputation by establishing product lines that solved business problems, such as repair cost. Companies can tailor their marketing plans to change their image and get customers of a particular type well suited to cost- effective network growth. As the cellular market begins to shift from a growth market to a competitive ma