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
D. Suggest personal characteristics of the user of the product
|1||2001||5719||Pottery Barn is the bigger chain compared to Restoration Hardware. Both stores sell vintage-style furniture and home furnishings and have other characteristics in common. Pottery Barn targets the wealthiest 20% of Americans while Restoration targets only the top 10% of the wealthiest Americans. Pottery Barn is twice as old and has with three times the annual sales.|
|2||2000||6141||Many credit card players are pursuing wealthy customers. American Express is offering the Centurion charge card – which must be paid off monthly – to holders of its high-end Platinum card. The jet-black Centurion, offered by invitation only, carries a whopping $1,000 annual fee. That gets you upgrades on the Concorde and a personal counselor for travel needs. And you get special privileges at Neiman Marcus and Saks Fifth Avenue, with such amenities as private shopping hours.|
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