Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
|1||5311||1990||Sears now sends its buyers to Paris and Milan to scout out trendy women's fashions. It is also trying to woo female shoppers, $25 million in advertising aimed towards them.|
|2||5331||2005||In the fall of 2004, Wal-Mart began carrying a line of bathroom and tabletop accessories from New York restaurateur and cookbook author Zarela Martinez, whose designs are inspired by Mexican culture and folk art.|
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