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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust.
|1||4841||2004||In response to viewer frustration when they miss the first part of their favorite show, Time Warner's cable division began testing a new feature for digital-cable subscribers, Start Over, that allows viewers to restart the show at any time during the broadcast. The television industry has been moving towards more responsive features, like TiVo and on-demand movies.|
|2||5621||2002||The super plus size industry is expected to generate $2-3 billion in retail sales annually. Catherine's Plus generates $350 million or 30% of Charming Shoppes' total sales. Catherine's Plus attracts customers with direct mail campaigns that target credit-card customers. They are trying to create a one-to-one customer relationship.|
|3||6141||All customers of MBNA America's platinum card have access to Platinum Passage, a full-service travel agency that guarantees the lowest available airfare at the time of ticketing.|
|4||7375||2000||mySimon.com and DealTime.com, two of the Web's best-known shopping search engines, both offer user reviews-mySimon from its own customers and DealTime via links to Epinions.com. Both do well at reassuring customers about the relatively unknown stores whose prices they present. They accompany each price quote with the store's rating from Gomez Advisors, which assesses e-store reliability.|
|5||7514||1992||Alamo announced a three-tier pricing structure, with lower nationwide rental rates of $15 a day for economy cars, $19 for midsize autos, and $29 for Cadillacs. Alamo said the Cadillac rate represented as much as a 55% price cut from its previous rates. Hertz responded by cutting its rate on subcompact cars to $14.99 from $18.99 a day. It's standing firm on rates for midsize or luxury cars.|
|6||7832||2001||Bert Claeys built a Kinepolis, a mammoth theater complex that projected a number of titles onto gargantuan screens with state-of-the-art visual and sound systems. It provided stadium-sloped, extra-wide aisles of armchairs. Kinepolis matched the comforts of watching a movie at home but radically improved its audiovisual effects. In its first year of operation, Kinepolis single-handedly expanded the Brussels movie-going market by 40% and captured half of it.|
|7||8082||1998||Arden Courts' facilities (only 12 today) serve the needs of individuals with early to middle stage Alzheimer's disease or those with related memory impairment.|
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