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.

C.
Experience: Enhance the experience the customer has with the product

3.
Increase the customer’s sense of security with the product

A.
Warnings and advice

No.	Year	SIC	Note
1	2000	0	Online, trust is more important than price and selection. On-line, it is even more important as the customer must rely on the website to give him or her information. When customers trust an online vendor, they are more willing to give personal information. The mutual fund company Vanguard Group has poured millions into its website and informs readers. It does not force products down visitor’s throats. Often, cautious advice is given while most companies aggressively promote their products, not sound investing. Also, the company works to ensure security of its customers, not maximizing access for widespread exposure. This helps customers feel that their dealings are secure.
2	2000	0	On-line, trust is even more important as the customer must rely on the website to give him or her information. When customers trust an online vendor, they are more willing to give personal information. This information gathered is crucial to improve the systems. Amazon.com has perfected this. The purchasing process is simplified for customers who store their personal information, making them more likely to buy.
3	2001	5122	D&K will benefit from the two huge mergers in the drug distribution industry because the mergers require massive management attention, thus causing the companies to ignore customer service. D&K will be able to pick up these additional customers.
4	2003	5331	Customers are generally willing to pay more for quality. "Whether the quality is real or perceived is not relevant." Target differentiates itself from rivals using hip marketing and its own brands.
5	1992	5411	Some supermarkets are even beginning to advertise their own brands. Many are improving the quality of the products they sell under their own names.
6	1990	5812	Surveys show that customers prefer snakes (single lines that feed customers one by one to a group of cashiers) to multiple lines because they hate getting stuck behind someone slow.
7	1990	5900	Direct Tire Sales, a tire, brake and alignment shop, charges 10-12% more for its products and services than the industry average. They charge for better service.
8	2001	5942	A huge Barnes & Nobles opened up down the street from longtime independent bookstore Brookline Booksmith. In order to fight competition they "got busy and upgraded our customer service from 'somewhat indifferent' to 'every customers leaves with a better experience'.

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