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

Above average- current customer. Members of the segment are:

Regular non-expert users

No. SIC Year Note
1 5122 1986 Walgreen's Intercom computer system stores customer prescription records. Need to know how much you spend on medication at tax time? Intercom will print out the answer.
2 5621 2001 At Chico's, there are no mirrors in dressing rooms, so women have to come out for scrutiny and advice.
3 5699 1999 Gap has installed a feature that lets shopper contrast eight different cuts and styles of jeans online. Goods bought online get returned at about the same rate as store purchases because most online shoppers have a good idea of how Gap clothes fit.
4 6211 2004 While branches continue to be an engine for acquiring customers, efforts are made to avoid reintroducing the installed base into this higher-cost service channel: investor education seminars, for example, often convene at third party locations. By guiding customers through the sales and service process, Schwab has succeeded in offering them the benefits of a multichannel model while containing the cost of providing it.

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