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.
Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Distance from the company, from the product, from competition or from some other preferred location.
Distance from competition
Because they need unusual Functions
|1||5045||1996||Merisel has distribution in parts of the world that other distributors don't.|
|2||5300||2003||Wal-Mart's music-sharing service will seek to distinguish itself from an increasingly crowded marketplace by offering titles and categories its competitors lack or skimp on. For example, the song list is expected to be heavy with high-profile country-music stars. Wal-Mart, which accounts for about 20% of U.S. music sales, is entering a field flooded with new arrivals.|
|3||5311||2004||Target Corp. is pushing its fashion advantage over Wal-Mart and is continually adding more food offerings. Best Buy and Bed Bath & Beyond are also strengthening their offerings in apparel and electronics, product categories in which Wal-Mart has few advantages. The result was a poor start for Christmas selling season for Wal-Mart.|
|4||5699||2003||Since Hot Topic sells unique clothing, it is largely insulated from mainstream competition. It also reacts quickly to trends without trying to predict them.|
|5||5735||2003||The biggest change in Napster's new model is that Napster 2.0 does not allow direct sharing of files. Like iTunes, the free version of Napster 2.0 will also be an online music store, offering an a la carte selection of songs for 99 cents each or $9.99 per album. Unlike iTunes, Napster has selection of comedy tracks.|
|6||5912||2000||New London started selling homeopathic remedies since the drugstore chains didn't carry them. It started carrying glucosamine sulfate (for arthritis) and cat's claw (for cancer).|
|7||5942||2001||Booksense.com, an online independent alternative for book buyers, offers a gift-sharing program. Members agree to redeem a certificate from a member store anywhere in the U.S. and even provide gift wrap.|
|8||5942||2003||Customers come from far away to visit Book Baron. In order to acquire the 500,000 volumes of books the store has, it has bought inventories from 20 other stores that went out of business. The founder also travels around the U.S. to buy from private libraries.|
|9||7832||2001||Century has tested the art-house market which puts pressure on Landmark Theaters, who specialize in art-films and are particularly popular in the Bay Area (with 53 theaters in 11 states and 41 screens in the Bay).|
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