Final Customer Purchasing from an Intermediary of the Product

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

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

A. Needs for comfort and status

2. Status through the recognition of customer’s individual needs for product.


No. SIC Year Note
1 6021 2003 Unlike at other banks, everyone at Washington Mutual from the branch manager on down works on commission. Tellers, known as "personal financial representatives," take a cut of accounts they open. Washington Mutual's branches are meant to be consumer friendly. In some Chicago branches, the sales staff is young and khaki-clad. Some 70% of its staffers in Chicago previously worked in retail.

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