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 other preferred location
Customers accessing product concurrently from distant locations
|1||4841||2005||Time Warner recently began leasing "multiroom" DVRs, which enable customers to share TV shows stored on one DVR with set-tops in up to three other rooms.|
|2||6211||1996||Fund companies are now starting to let investors trade fund shares on the Web. Twentieth Century Mutual Funds & the Benham Group began offering Internet trading last week. Fidelity plans to offer Web trading by year end.|
|3||6211||2005||New trading tools are one way that online brokerage firms are trying to lure active traders to their web sites. 20% of online traders are active traders but that same group also represent 98% of online trades. While most of the focus has been on price, online-functionality is receiving new attention. TD Waterhouse's new trading center will be able to arrange trading tools into 5 modifiable layouts.|
|4||7990||1990||Bass contends that service charges are rising because customers are getting better service. Instead of driving to a box office, they can pick up a phone or visit one of Bass' 116 outlets.|
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