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:

Company will respond promptly

No. SIC Year Note
1 5331 2004 Target refers to its customer as its "guest."
2 6021 1989 The National Westminster Bank pays customers $50 if they receive slow responses to loan applications and also gives customers $5 if an employee treats them rudely.

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