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 both the channel and producer brands
|1||5311||1990||Sears is now merchandising major national brands other than its own through Brand Central, a separate department in its stores that sells appliances and consumer electronics. Sears is merchandising name-brand children's clothes through Kids & More department.|
|2||5734||2005||Hewlett-Packard Co. plans to acquire online photo services startup Snapfish, the computer-maker said. HP hopes to boost sales of its popular photo printers and ink by connecting with the 13 million members of Snapfish. Snapfish's Web site contains roughly 350 million photos, which users can organize into digital albums, share with other members, turn into calendars or mouse pads, and have printed for as little as 15 cents each. Snapfish is an independent unit of District Photo Inc., the world's largest mail-order film processor, with labs in the United States, the United Kingdom and Canada. HP is the latest technology powerhouse to move into the lucrative niche of online photos. Americans will purchase roughly 20.5 million digital cameras this year, up more than 70 percent from last year.|
|3||5735||2005||Dell recently announced plans to use Microsoft's Windows Media DRM 10 software in its Dell DJ music players in March. Microsoft's digital rights management software will enable new subscription services for portable devices from companies like Napster.|
|4||6211||2000||Some online brokerages hope to win affluent traders for services ranging from banking to insurance. TD Waterhouse announced the launch of seven no-load stock funds.|
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