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.
A process or procedure: A specific process apart from the company or product
Segment's recognition of third party endorsements
|1||5000||1994||Retailers are sending around mystery shoppers to critique their customer service. They test if salesperson greets the customer and the product knowledge of the salesperson.|
|2||5735||2004||The major labels began licensing music to a bevy of legal download services, starting with the iTunes site of Apple Computer. Wide online availability, along with the threat of legal action against pirates, convinced music fans to buy over 30 million downloads last year.|
|3||5900||2004||MSN music has a few community features Apple's store lacks. You can see how others rated songs and read user-submitted album reviews for instance.|
|4||5900||2004||RealNetworks has recently introduced Harmony, a technology that lets consumers purchase songs on its RealPlayer Music Store site and transfer them to iPods or dozens of other players.|
|5||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.|
|6||7375||2003||Ebay customers can learn with a few mouse clicks precisely how much the dealer paid for a car. In addition, electronics companies' products can be subjected to scathing reviews on the very sites where they're sold.|
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