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 the channel brand but not the producer brand- Segment knows channel brand primarily for Reliability and Convenience

No. SIC Year Note
1 5411 1997 Home economists offer weekly cooking classes in kitchen above store. Customers pick recipes off stacks hanging in stores isles. Placards in wine section describe different kinds of wines and which meals go best with them.

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