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
Convenience Leader: The company can be counted on to be the industry leader in convenience innovations- Segment interested in company with leading:
Location of product for segment
|1||4841||2004||In response to viewer frustration when they miss the first part of their favorite show, Time Warner's cable division began testing a new feature for digital-cable subscribers, Start Over, that allows viewers to restart the show at any time during the broadcast. The television industry has been moving towards more responsive features, like TiVo and on-demand movies.|
|2||5311||2003||Wal-Mart has added 1,000 new films, adding to the 12,000 it already had.|
|3||5734||Egghead is the first major software retailer to deliver programs over the Internet directly to customers' computers.|
|4||5999||2003||Integration has been a key part of Staples' recent strategy of focusing on higher-margin small-business customers. Staples' stores have been slimmed down to focus on items aimed at such customers.|
|5||7375||2001||Microsoft and AOL continue their battle for Internet subscribers. Both are leveraging their strengths, Microsoft, as the leading desktop computer software manufacturer, uses its applications to attract users while AOL is strong in media settings. The companies have fought over access to AOL's cable networks and Microsoft's Windows. Microsoft has added incentive for users to switch but is still a distant No. 2 ISP with 6.9 million subscribers to AOL's 31 million. AOL is responding by rolling out high-speed service and releasing a new version of AOL which features online music, photo sharing and enhancement to mail and instant messaging.|
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