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.

Convenience of:


No. SIC Year Note
1 5621 2001 Sales staff at Chico's use a hands-on approach with the customer, personally assembling and delivering items to the dressing rooms, which have no mirrors, so shoppers must rely on the advice of employees and fellow shoppers.
2 5945 2002 FAO Inc. sells the best of the top brands and has a lot of customer service. FAO Inc. believes that many well-to-do parents dislike shopping at discount shops and would prefer better customer service when buying expensive products such as strollers, car seats or furniture.
3 6211 2000 Among those moving toward more personal service is discount-brokerage firm Charles Schwab. With a customer base that brings in 250,000 online transactions a day, the firm holds the biggest share of the online-trading market. But Merrill Lynch, the nation's biggest brokerage firm, has made inroads since its bold move online last year. Several factors are fueling the increased interest in personalized services on the Web. Some investors want help in dealing with difficult decisions. Other don't have the time to constantly monitor their dealings.
4 6211 2000 Merrill Lynch's Unlimited Advantage account offers human advice and unlimited Web phone or broker-based trading for an annual fee of 1% of assets (minimum fee $1,000).

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