Brainstorming Ideas: A Final Customer Purchasing from an Intermediary of the Product

A Final customer buying from an Intermediary of the product. The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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.

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

  1. Needs for comfort and status

  2. Needs to avoid sources of anxiety

    1. Risks in relationship

    2. Limitations set by time

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

      1. Spending power of current or potential segments

        1. Below average Examples>>

        2. Above average Examples>>

      2. Segment's approaches to limit on spending

        1. Segments with preferences for periodic or one time payment Examples>>

        2. Segments who might face psychological spending limits

          1. Specific limits on spending Examples>>

          2. Preferences to include product in package of related products Examples>>

          3. Preferences for or against rebates, coupons and points Examples>>

          4. Sensitivity to the price of a component of the product Examples>>

        3. Customer segments with preferences for price point alternatives to the present product

          1. Higher price point

            1. For more Function Examples>>

            2. For more Convenience Examples>>

            3. For more than one Performance benefit category improvement Examples>>

          2. Lower price point

            1. With less Function Examples>>

            2. With less Reliability Examples>>

            3. With less Convenience Examples>>

            4. With fewer benefits in mor than one Performance category Examples>>

          3. Both higher and lower price points Examples>>

      3. Potential improvement in income of current customers

        1. Customer segments whose costs could decrease if the supplier:

          1. Created an organization of segment members to save costs Examples>>

          2. Offered the segment use of the operational infrastructure controlled by the supplier Examples>>

      4. Savings of potential product vs. current solution

        1. Level of savings over the current product cost system

          1. Low – product saves 10% or less of current solution cost, including user time Examples>>

          2. Medium – product saves 25% or less of current solution cost, including user time Examples>>

          3. High – product saves more than 25% of current solution cost, including user time Examples>>

        2. Savings on customer building block costs

          1. People costs Examples>>

          2. Purchases costs Examples>>

          3. Caplital costs Examples>>

          4. Multiple costs Examples>>

        3. Savings from teh creation of economies of scale for customer segments who incur costs at levels above those currently available through economies of scale. Examples>>

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