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.
A piece of equipment or product- a specific product apart from the company or process
Segment that will experiment with product
|1||5735||2003||Retailers including Barnes & Noble and Borders are rolling out advanced new in-store devices that let users listen to excerpts from thousands of albums.|
|2||5735||2003||More recently music retailers are looking fuddy-duddy. Not only are consumers downloading music free from illegal song-sharing Web sites, but shoppers have been flocking to online retailers as well. That is partly because Web sites such as Amazon.com and Apple's iTunes site let shoppers sample excerpts from thousands of albums before buying. The best that most traditional shops could offer was a few listening posts playing a half-dozen or so discs.|
|3||5900||2000||Store based retailers have a number of advantages over their internet only competitors, which can offer personalized search tools and links to related products and services but not the ability to see touch, and try merchandise and to walk out with it.|
|4||5900||2004||Sony began opening storefronts last year. Sony is moving into high-end shopping malls to sell to women, who are often alienated by big-box stores in strip malls. The stores are outfitted with a concierge to greet shoppers. Aisles are wide enough for strollers. Televisions are arranged to allow shoppers to visualize how the products will look in their homes.|
|5||5900||2004||Apple has tried to emphasize the unique experience of their company, opening 74 retail shops when many other companies have gone online. These shops allow customers a hands-on experience and skilled employees ready to help. They hope to appeal to existing Mac users with new innovations and draw in new customers with exciting products.|
<< Return to Use Steps