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

2. Limitations set by time: Segment customers according to the causes of the limitations set by time.

Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product

Customer segments who have idle time while shopping or using the product

No. SIC Year Note
1 5712 2005 IKEA is a global furniture retailer that has been celebrated in the business press for its innovative marketing and phenomenal growth. A key factor in the store's success is its reverse positioning. When customers visit IKEA they find that there is no in store sales assistance, variety is limited, and there is no delivery option. IKEA has been successful because it has skillfully reverse positioned itself by supplementing a bare-bones proposition with a store environment and services that are unheard of among typical low end participants. Customers can drop off their children at a company operated day care center while they shop, they can stop for lunch at a cafe that serves delicacies, and they can purchase items besides furniture that are not available at most other furniture stores.

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