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
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
Customer segments who have idle time while shopping or using the product
Non-captive customers who need not remain in a specific location
|1||5812||2001||Starbucks is currently in the process of wiring its stores for high-speed wireless Internet access so customers can surf the Net on their laptop or Palm. The payoff is simple: the longer people linger in online chat groups, the more likely they are to order another latte.|
|2||5812||2002||Starbucks announced the expansion of a high-speed wireless Internet service to 1,200 Starbucks locations in North America and Europe, partners in the project include Mobile International and Hewlett-Packard.|
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