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.
Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:
Product will work
|1||4832||1997||Jacor has some of the highest-rated programming talent in the U.S. under its umbrella, including Rush Limbaugh, Dr. Dean Edell, and Dr. Laura Schlesinger, making it the third-largest radio programmer behind Westwood One and Disney/ABC.|
|2||5621||2001||Chico's management refers to the customer as "Her".|
|3||5621||2001||Chico's wins converts by showering promotions and perks on "her" as management refers to the customer. "She" becomes a Passport Club member entitled to a permanent 5% discount when she reaches $500 in purchases.|
|4||5941||2002||Dick's Sporting Goods sells more equipment and less clothing than other sports retailers, and the clothing that it does sell is more functional than flashy. Dick's Sporting Goods has carved out a good slice of a highly competitive market that includes rivals like Sports Authority Inc. and Galyan's Trading Co. by appealing to the serious sportsperson.|
|5||5943||2001||Staples.com isn't the only one cashing in on the online trend. OfficeDepot.com, Staples' rival, is also offering a partner-based business service on the Web. Customers not only tap partners for online printing and copying jobs, but they also use them for payroll processing, taxes, and finding credit. Staples.com offers partner business services in three areas: office operations, technology and communications, and sales and marketing.|
|6||6022||2004||Commercial Capital Bancorp does a good job of maintaining high-quality assets. It's had no bad loans to speak of and its focus on apartment buildings, which rarely go into default, helps.|
|7||6211||2002||Merrill has recently decided to change its research techniques in compliance with a recent court settlement. Its "new industry standard" is being publicized and many of its rivals are expected to follow suit in order to clean up their images.|
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