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.

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
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will work

No. SIC Year Note
1 5521 2004 Forty percent of auto buyers refuse to buy a new car without incentives, but many are willing to pay a premium for a used car: $1,000 to $3,000 as long as it's "certified." Certified programs aim to spruce up and standardize a dealer's best lease-returns and late-model trade-ins. These get inspected, repaired, service, detailed, and warranted before being certified.
2 5699 1996 The new CEO of Lands End has focused on spending money to improve quality: refining classics, making seams on mesh knit shirts stronger and adding fleece to pockets, after problems with defective merchandise. He also increased employee benefits such as adoption assistance and mental-health referrals to encourage better customer service.
3 7539 1991 Auto Glass's guarantee: "…guarantees not only your complete satisfaction, but also free repair or replacement of any LOF-installed glass that gets chipped or cracked for as long as you own your car."

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