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
3. Status through the recognition of customer's individual requirements for product.
|1||5600||1990||Brooks Brothers is renovating and has installed escalators between the first 3 of its 6 floors and put shirts and sweaters on open tables instead of inside glass cases.|
|2||5641||2001||OshKosh B'Gosh has a policy of reviewing each store's success before a lease renewal, usually five-years. This method prevents the company from keeping a lot of mediocre stores, which drags down the entire brand. Therefore, the company holds each of their stores to the internal return targets set.|
|3||5699||2002||In the Manhattan Prada store, shoppers will be able to create a Web page showing the outfits they've tried on, then e-mail that page to friends for feedback.|
|4||5699||2003||Hot Topic store managers keep comment cards near the till for shoppers to fill out. Hot Topic's website, through which it makes about 3% of its sales, also solicits email suggestions.|
|5||6021||2000||Northern Trust's edge over competitors comes from its tradition in strong relationships with clients. The CEO himself even makes several hundred personal meetings a year. The bank also hosted 1,000 social events in 1999 like financial/Internet seminars.|
|6||6141||2000||American Express is seeking a broader audience with its four-month old Blue credit card. It has an introductory 0% rate for six months, a regular rate of just 9.99% and no annual fee. AmEx equips Blue with computer chips aimed at helping do business online. Its core market is younger people who want to "feel secure in shopping both the physical world and the interactive world."|
|7||6211||2001||SEI Investments uses many different and tightly coordinated teams to best suit the customers' needs, including product teams, competency teams, and others. These many teams reflect SEI's policy to deeply understand its clients.|
|8||7375||2004||Competitors Yahoo and Microsoft's MSN allow sponsors to dictate search results. Ads at Google are clearly labeled and easily distinguished from the results while MSN and Yahoo's are not always clearly labeled.|
<< Return to Use Steps