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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust.
An individual- a specific person, apart from the company or process
|1||5400||2000||FultonStreet.com is a seafood delivery service. The owner personally greets each customer with a customized email, and confirms each order with a prompt personal email. He follows up with warm correspondence. When you deal with this company, you're facing a person, not a website.|
|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||6411||2004||Stifel Financial hires independent brokers. "We don't tell brokers what to do or what to sell. We have people calling us for brokerage jobs. We don't advertise. We consider the broker as our brand." Employees own over 50% of the firm.|
<< Return to Use Steps