Product Will Work

A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
c. Company Capability: Company capability that crosses all products
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
a. Product will work

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5521	2004	Forty percent of auto buyers refuse to buy a new car without incentives, but many are willing to pay a premium for a used car: $1,000 to $3,000 as long as it's "certified." Certified programs aim to spruce up and standardize a dealer's best lease-returns and late-model trade-ins. These get inspected, repaired, service, detailed, and warranted before being certified.
2	5699	1996	The new CEO of Lands End has focused on spending money to improve quality: refining classics, making seams on mesh knit shirts stronger and adding fleece to pockets, after problems with defective merchandise. He also increased employee benefits such as adoption assistance and mental-health referrals to encourage better customer service.
3	7539	1991	Auto Glass's guarantee: "…guarantees not only your complete satisfaction, but also free repair or replacement of any LOF-installed glass that gets chipped or cracked for as long as you own your car."