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
Price Leader: The company can be counted on to lead the industry in price related innovation
|1||4813||1990||Traffic aggregators buy large blocks of long-distance time from major carriers (AT&T, MCI, Sprint) then resell the time to their customers at a rate that's lower than what the customer would pay if they dealt directly with the carrier.|
|2||5311||2001||One of the pioneers of off-price retailing is Burlington Coat Factory Warehouse Corp whose motto was "no frills". The company believed that jammed-packed racks in a warehouse setting told customers that its prices were bargain basement.|
|3||5311||2002||Unlike owners of only a few gasoline stations, chains of grocers and discount stores have deeper pockets, are able to work with larger volumes and have more negotiating power with wholesalers to buy gasoline supplies at good prices.|
|4||5621||2005||Retailer Forever 21 thrives by spotting and reproducing fads. Each week the privately held retailer adds as many as 200 new micro-mini skirts, T shirts and such to stores, often upstaging competitors. Each item boasts a holy-cow price-its average is $15.|
|5||5712||1992||At Ikea lines are long, there isn't much sales help, and the furniture is frequently "in transit" or out of stock. However, customers admit that the furniture quality is good.|
|6||5912||2000||As soon as a 24-hour Rite Aid and a CVS opened on the same block as New London Pharmacy, it started taking 340 prescriptions a day (60 less than usual). "Some of these people had been loyal customers for decades." To gain back customers, the drugstore lowered prices.|
|7||5999||2003||eBags offers a 110% price guarantee, free returns and customer testimonials on its site. Customers can also place an order by phone with a human representative.|
|8||6021||1993||Some NationsBank offices charge $5 for a money order, but any post office will sell a money order for 75 cents.|
|9||6141||2001||Capital One is based in Falls Church, Va. and it made its big mark in the 1990s by charging low rates as other credit card companies charged a 19.8% interest rate across the board to middle-income customers.|
|10||7514||1992||Alamo announced a three-tier pricing structure, with lower nationwide rental rates of $15 a day for economy cars, $19 for midsize autos, and $29 for Cadillacs. Alamo said the Cadillac rate represented as much as a 55% price cut from its previous rates. Hertz responded by cutting its rate on subcompact cars to $14.99 from $18.99 a day. It's standing firm on rates for midsize or luxury cars.|
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