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.
3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products
A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products.
Customer knows the channel brand but not the producer brand- Segment knows channel brand primarily for:
|1||5251||2000||To spark new expansion, Home Depot is working on roughly 20 major growth projects ranging from installing kitchen cabinets to opening stores in other countries.|
|2||5300||2002||An even faster-growing business is Amazon's Market place, which is similar to eBay Inc.'s Internet auction market. In the Amazon operation, individuals and independent merchants sell new and used goods on the same Web pages that the company sells its own.|
|3||7375||2003||For all EBay's growth, it has just 0.6% of the $363 billion used car market, selling 300,000 of an estimated 42 million used cars in 2002. But those listings are especially lucrative for Ebay.|
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