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.
Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products
A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
Customer knows both company and brand- Segment knows company and brand primarily for Reliability and Convenience
|1||5399||2002||California's 323 Walgreens drug stores will soon feature a new "product" on the pharmacy counter: an official report that rates the state's 10 largest health-maintenance organizations and 81of its biggest physician groups. It is part of an effort to put information about the quality of health care directly into consumers' hands. If successful, it could shape patient education efforts nationwide.|
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