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
Convenience Leader: The company can be counted on to be the industry leader in convenience innovations- Segment interested in company with leading:

Service to find, choose and pay for product

No. SIC Year Note
1 5045 2004 CDW is using the field sales force and specialty group initiatives to help fuel sales. Each field employee represents four or five account representatives back at the company headquarters. The company has gone from 15 experts in its specialty group to more than 150 people today. The employees are more like system engineers than account managers. They make recommendations and suggest options for hardware and software.
2 5169 2002 ChemConnect is now the biggest online exchange for chemical trading, with volume of $8.8 billion in 2002. One key to ChemConnect's survival is speed. It was first to market, launching an Internet bulletin board in 1995. It was also the fastest and best fund-raiser among its dozens of competitors, including Many sellers wish there were more buyers online in the industry.
3 5251 2002 Mobile computers and handheld scanners were recently added to improve customer service at Home Depot, they can be used to check whether there are more screwdrivers in the storeroom and, if not, when the next shipment is due.
4 5719 2000 Williams-Sonoma Inc.'s created an e-commerce site and bulked up on inventory figuring it would generate a surge of holiday orders and help promote sales at its core catalog and retail units.
5 5734 1991 In wake of superstore entrants, small retailer First Step decided to concentrate on providing high-quality service to corporate clients while essentially writing off individual customers.
6 5942 1998 The Avid Reader has always been open 7 days a week until 11 p.m. and has always offered overnight delivery on books not in stock. Now, however, it is advertising these features. It is also adding book-related events and visiting senior centers.
7 5943 1999 Office Depot's sites actually make money. Sales will total more than $300 million this year analysts say. One key tactic: Office Depot does not undercut store prices online. The advantages of the website are the service and the convenience.
8 6211 2005 Brokerage firms' battle for active traders is heating up on another platform: online trading tools. Recently, a number of firms have lowered prices in an effort to differentiate themselves in such a competitive environment. Now, many are also ramping up online-trading technology for active traders.
9 6282 2004, the main product of 27-year-old Bankrate Inc., offers real-time information gleaned from scores of financial sources across many financial sectors. The Web site distills data from almost 5,000 financial institutions in almost 200 markets in 50 states. It has some 200 financial products available to online visitors.
10 6411 2001 The policies of different kinds of insurance are offered online on specific sites. For auto insurance, InsWeb is the most comprehensive site. For life policies the from Fidelity earns high marks.

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