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.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
A. Needs for comfort and status
2. Status in the community.
Need for personal achievement
Improvement in leisure pursuits and hobbies
|1||5331||2000||Some think that the category killer concept won't work in sporting goods because as sports fans become more avid, they tend to patronize specialty stores with narrower focus, where sales people have more expertise-and prices are higher.|
|2||5411||2004||Food Lion opened five stores in 2004 to test a concept called Bloom. The new stores utilize cutting-edge technology and prepared foods to appeal to tech-savvy, on-the-run younger shoppers. Information kiosks display instructions on how to prepare dishes and pick complementary sides.|
|3||5900||1990||Bowl America sends direct mailers to customers, advertises on TV, and distributes an instructional bowling videotape to league bowlers for them to share with their non-bowling friends.|
|4||5941||2002||Dick's Sporting Goods focuses on salesmanship because people don't buy golf clubs and tennis rackets at the same rate as T-shirts. Dick's high-customer service level is not always seen in a sporting-goods retailer, or any retailer. Dick's sales reps might recommend a less expensive set of golf clubs to a customer who likes golf but doesn't want to spend $1000 on clubs that just collect dust.|
|5||5941||2005||Golf equipment, which was originally sold mainly from swanky pro shops at golf courses, is being sold increasingly through online and mass-retailers. Off-course retailers now account for 80% of the dollars spent among "serious" golfers on hard goods. The off-course companies are now able to offer competitive pricing, wide selection and customer service. Golfsmith, the largest U.S. specialty golf retailer had increased sales in 2004. Companies in this genre can offer an expertise that chain stores can't. The retailer has in-store putting greens, computerized swing analyzers and golf simulators to project distance and ball flight. There are also training programs for club pros and hobbyists. The chain also plans to introduce indoor driving ranges to improve testing.|
|6||6211||2002||In order to improve their services and encourage investment activities, brokers are working to offer personalized advice. Fidelity's new online tool, PortfolioPlan, aggregates the information for all financial accounts and helps design asset-allocation plans. The service is free online and at branches.|
|7||6289||2000||Wingspan Bank has a good bill paying service and comprehensive e-brokerage that includes sizable research offerings. The site offers a requisite financial planning center and a chat room forum where investors can talk with experts. It is among the top for investment education.|
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