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
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 be fixed promptly

No. SIC Year Note
1 6162 2001 is trying to establish itself as more than just an online mortgage broker. It was born out of GM. The company's basic mission is to close loans faster and more cheaply and to marry technology with the human touch. The thought behind this is that the relationships must be strong between the company and the brokers.
2 7375 1999 Mindspring and EarthLink have attracted customers in the past years by stressing service. This has brought in subscribers that switch from large corporations.

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