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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns.
Savings of potential product vs. current solution
Savings on customer building block costs
Multiple costs- Segment saves multiple costs
|1||5331||2000||SuperTarget's focus is on service and variety while Wal-Mart and Kmart focus on low prices.|
|2||5541||2002||Oil companies contend that while some drivers will go out of their way to save a little money, most will pick a station because it is convenient.|
|3||5731||2000||The super sized specialty retailers, like Circuit City, originally attracted their customers with very deep inventory and low prices. Now, they are under pressure from the mass merchants like Wal-Mart and from direct sellers like Gateway and Dell.|
|4||6211||2004||Investors who buy ETFs as part of an asset-allocation program can face hefty fees. A.G. Edwards, for instance, charges 1.25% to 2.25% of assets for its ETF-based Allocation Advisors program.|
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