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.

Experience: Enhance the experience the customer has with the product

Associate the company or the product with an image to increase customer pleasure in using the product

C. Project an image of the values of the firm


No. Year SIC Note
1 2001 5621 Chico's management refers to the customer as "Her".
2 2000 5661 The shoe store closures in the past few years have made the industry more healthy. The number of large-chain, non-athletic footwear stores slid to 2,151 from 3,043 in 1996. The remaining players are having a field day in an optimal environment. Square footage at athletic chains has shrunk by 8%-plus. Moreover, the chains have worked through excess square footage and inventory during the past two years, in turn stabilizing price and cutting down on promotions. Vendors are helping by coming up with exclusive products.
3 2001 5719 In planning for the Christmas season Restoration Hardware Inc. ordered 20,000 record players. Since their November debut the $130 record players have sold so well Restoration is asking its supplier for 5,000 more. The success of the record player confirms many observers predictions that there will be a bounty of old-fashioned and domestic presents under the tree this year. Shopper's nervous state over the economy, world and their own safety, they are looking for gifts that bring back happier times. Restoration's willingness to go deep on an outmoded consumer-electronic item illustrates a key difference between itself and its rival, Williams-Sonoma's Pottery Barn: quirkiness.

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