Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

Knowledge: Add knowledge

Process where product is used: Explain how product can or should operate in customer cost system

C. Use

Limits or ideal use

No. Year SIC Note
1 2000 5331 Some think that the category killer concept won't work in sporting goods because sports fans become more avid, they tend to patronize specialty stores with narrower focus, where sales people have more expertise-and prices are higher.
2 2001 5600 Recreational Equipment Inc. offers rock climbing walls and clinics at its REI stores. Vans, the clothing and shoe maker, has skateboard ramps in stores.
3 2002 5941 Dick's sales reps might recommend a less expensive set of golf clubs to a customer who likes golf but doesn't want to spend $1000 on clubs that just collect dust.
4 2005 5941 Sikko Snowboards was launched for kids who wanted to design their own $50 snowboard skins (vinyl graphics) on the web. The business sky-rocketed but not for that reason. The consumers weren't interested in customizing. The 10,000 online fanbase spent time on Sikko's site discussing hobbies and buying habits and rating skins. This info has helped Sikko design better skins; 60% of Sikko's revenue also comes from companies who use its customers for market research.
5 2005 5941 Golf equipment, which was originally sold mainly from swanky pro shops at golf courses, is being sold increasingly through online and mass-retailers. Off-course retailers now account for 80% of the dollars spent among "serious" golfers on hard goods. The off-course companies are now able to offer competitive pricing, wide selection and customer service. Golfsmith, the largest U.S. specialty golf retailer had increased sales in 2004. Companies in this genre can offer an expertise that chain stores can't. The retailer has in-store putting greens, computerized swing analyzers and golf simulators to project distance and ball flight. There are also training programs for club pros and hobbyists. The chain also plans to introduce indoor driving ranges to improve testing.
6 1999 6211 For investors, the frantic competition for online dollars only means better, cheaper, and faster service. Access to valuable information like real-time quotes and institutional research, once justified exorbitant full-service commissions, is now free.
7 2000 6519 UniCapital recently launched an Internet site called to serve the finance needs of small and midsize businesses through customer education. The site will help companies evaluate their current financial position, compare financing options and estimate future revenue.

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