Information and Knowledge

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.

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
d. Company Capability: Company capability that crosses all products
1. Function Leader: The company can be counted on to lead the industry in Function innovation
d. Information and knowledge

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	6331	2005	Philadelphia Consolidated Holding insurer has more than a dozen specialty fields. It covers nonprofit firms, day care sites, mental health facilities and a host of others that take special care.
2	8082	1997	Market leader in a $2 billion market-Matria Healthcare is the only company focusing solely on maternity services and home care.
3	6211	1997	To build sales, the retail operations head has abandoned past practice by aggressively advertising the more volatile Fidelity Select Funds which invest in companies in a single economic sector such as technology or banking.
4	7375	2000	Earthweb hosts web sites for IT professionals and vendors. Earthweb's sites are half content and half recruiting.
5	5734	1995	Micro Warehouse publishes special catalogs for the network and communications systems market.