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.
Company capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
|1||5699||2001||The Gap has been able to thrive from its capitalization on simple items, such as plain khaki pants, making it a leader in "casual wear".|
|2||5999||2003||Despite the abundance of candles sold by mass retailers and chain specialty shops like Yankee Candle Co., Waxman Candles has remained profitable through the drop off in sales after the 1996-2000 boom. The owner appeals to new customers with new designs and the labor-intensive but relatively inexpensive manufacturing process. The stores offer about 1,200 varieties of candles.|
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