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Intermediary Customer Purchasing from the Producer of the Product

Brainstorming Examples

We offer brief write-ups for each method describing a situation where the idea is used or implied. Use these supporting examples in order to expand your range of ideas. These examples are neither mutually exclusive nor collectively exhaustive.

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an intermediary or channel customer must take in connection with the product:

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.

  1. Physical state of the individual customer: Segments of the general customer population may have different characteristics of sizes and of their ability or disability. Examples >>

  2. Physical state of the location where the product is purchased or used.

    1. Physical conditions where product is used. Examples >>

    2. Dimensions available at locations where the segment. Examples>>

2. Emotional: Segment customers according to the personal emotional needs of the segment.

  1. Needs for comfort and status

    1. Comfort through the five senses

    2. Status in the community

    3. Status through the recognition of customer's individual requirements for product:

  2. Needs to avoid sources of anxiety

    1. Risks in relationship: The customer segment needs reassurance it can trust

    2. Limitations set by time: Segment customers according to the causes of the limitations set by time.

    3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products

  1. Knowledge of company and company product.

    1. Familiarity with company and brand, crossing all products

      1. Customer knows company, not brand Examples >>

      2. Familiarity with specific product

      3. Knowledge of product technology Examples >>

Basic Strategy Guide Users Go To: Step 12

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