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

3. Knowledge of product technology

No. SIC Year Note
1 5621 2001 At Chico's, there are no mirrors in dressing rooms, so women have to come out for scrutiny and advice.
2 5731 1994 At Radio Shack customers can call a toll-free number to get a general idea of whether a product is worth repairing. For $20, a prospective customer can get an itemized estimate that will be applied to the repair bill.
3 6321 1990 Employers Health Insurance has a complex data base of scripts that employees can read to customers on the phone. Callers who ask questions that aren't covered in the scripts can be referred to specialists at any point. This process saves telephone time.
4 7375 2000 By focusing on newcomers, AOL has become the world's leading Internet provider. It recently surpassed 25 million subscribers. The company's secret: dumbing down the AOL interface to appeal to the millions who might otherwise have balked. Its strength is getting first-time users while rivals like Prodigy go after businesses. In favoring simplicity over functionality, AOL persuaded computer-shy users to try e-mail, instant messaging and other tools–and got them hooked.
5 8051 2001 In order to update its services, American Healthways has invested $40 million in high-tech gear like clinical information systems that give nurses guidelines to follow when calling patients.

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