Intermediary Purchasing from the Producer of the Product

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capability that crosses all products

Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability

No.	SIC	Year	Note
1	2273	1996	World's CustomWeave division was able to grow dramatically when it shifted to a tight market focus on a select group of high end retailers.
2	2732	1990	Bantam Doubleday Dell sent 60 top executives to work for 2-3 days in bookstores across the country to learn more about how books are actually sold in hopes that increased understanding of customers will help bookstores sell more of their titles.
3	3827	1999	Most contact lens companies sell a specific brand to many different channels. Ocular Science, however, uses a private branding strategy (it sells the same lenses using different names to different clients). This promotes customer loyalty.
4	3851	1991	Luxottica turns around orders from even the smallest customers in two hours, building strong loyalty among opticians.
5	5251	2003	Seigle's decided in the early 1990s not to compete with giant rivals Home Depot and Lowe's in the retail home-center market and return to being a supplier to home builders.
6	7373	2003	Scene7, who provides clickable swatches for Victoria's Secret's Web site, convinced the company to use them by creating a demonstration of the quality of their work and how easy it was to use.

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