Segment Has Outdated Experience of the Product
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.
3. Intellectual:
A. Knowledge of company and company product
2. Familiarity with specific product
d. Customer segment does not know product because the product is:
3. Untried by the segment
b. Segment has outdated experience of the product
|
NO. |
INDUSTRY SIC |
YEAR |
EXAMPLE |
| 1 | 5251 | 2004 | Home Depot's alliance with AARP includes merchandising, marketing and educational initiatives to help people make their homes safer and easier to live in. |
| 2 | 5331 | 2001 | In response to intensified competition for the business of middle-class Americans, department and chain stores are working to improve offerings and capture more of their clientele’s money from specialty shop rivals. Kmart is extending its popular Martha Stewart line through 2008 and recently signed exclusive apparel deals with Joe Boxer and Disney. |
| 3 | 6211 | 2002 | Schwab charges $400 for an analysis of client's holdings and a couple of hours worth of advice. Schwab also manages a client's money for a yearly fee based on assets. |
| 4 | 5599 | 1991 | Some dealers are giving away services in hopes of attracting more business. Radley dealerships offer free oil change. |