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

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

Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Distance from the company, from the product, from competition or from some other preferred location.
Distance from competition

Because they are in areas with low population density

No. SIC Year Note
1 5311 1999 Duckwall-Alco Stores' strategy is to run small stores in small markets without competition from larger discount chains.
2 5331 1999 While Sears and other renowned merchants plunked their big stores in the cities and the suburbs, Wal-Mart saw its opportunity in rural America. Wal-Mart chose its sites skillfully, by buzzing an airplane low over the crossroads between small towns.
3 5331 1999 Dollar General isn't hesitant to locate next to a Wal-Mart. Its earnings grew 26% to $182 million last year and its net profit is 5.7% compared to Wal-Mart's 3.2%. Dollar General puts 6,000 sq. ft stores in towns with about 15,000 people.
4 5412 1986 Around 70% of Casey's stores are in towns with populations of 5,000 or less. Most of these lie in the farm belt, where many general stores have closed up, making Casey's the only store in town. Casey's earns an after-tax margin of 2.2%.
5 5941 1996 HIBB's relative market position is more secure than many better known players due to its small market emphasis.
6 5941 2002 Hibbett's sales rose in the fourth quarter by 11.6%. Its small-market strategy is based on bringing top sports brands to small towns. Most of its stores serve towns in the countryside.
7 5943 2002 SPC Office Products tries to open stores 120 miles away from any Staples or Home Depot. It still, however, has to compete with their catalog and online sales.
8 7841 2001 The Movie Gallery mostly has stores in rural or secondary markets. It doesn't even bother to compete against Blockbuster and Hollywood, the top two players in the video rental industry. Movie Gallery opens stores in towns with 5,000 to 20,000 people.
9 7841 2002 Movie Gallery is the nation's #3 video-rental retailer and it focuses on secondary markets: small towns and rural areas that have between 5,000-30,000 residents.
10 8062 2002 Health Management is a hospital chain that owns and operates 43 sites in small towns. It is the industry's largest for-profit operator in non-urban areas with sales of $2 billion.

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