Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
A. Needs for comfort and status
2. Status in the community.
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Unusual capability or achievement
|1||5311||2003||Sears is attempting to align itself with high-quality brands, most recently purchasing KB Toys along with its previous Lands' End and Structure brand purchases.|
|2||6141||2000||Even if Blue's smart card functions are largely symbolic, the chip is part of a high tech aura that redefines American Express's image. Blue customers represent an important growth area for American Express: an affluent, independent-minded, and technologically sophisticated demographic. Essentially the Palm Pilot generation, these technology haves and want-to-haves are ambitious and self-reliant. Amex is only too happy to oblige them on its Web site. There, Blue users can apply for a card, pay bills, and access financial planning calculators.|
|3||6141||2000||Many credit card players are pursuing wealthy customers. American Express is offering the Centurion charge card – which must be paid off monthly – to holders of its high-end Platinum card. The jet-black Centurion, offered by invitation only, carries a whopping $1,000 annual fee. That gets you upgrades on the Concorde and a personal counselor for travel needs. And you get special privileges at Neiman Marcus and Saks Fifth Avenue, with such amenities as private shopping hours.|
|4||6141||2004||The Diners Club merger with Citigroup could attract more businesses and frequent travelers because of its flexible rewards program with 20 major airlines. The Diners Club card could remain largely a travel and entertainment card used primarily for business and travel because of its $95 fee. Because Citigroup is a company with deep pockets, the company is sure to make a big marketing splash behind the new product and could launch new variations of the Diners Club product, ranging from an entry level version to a premium card.|
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