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
2. Familiarity with specific product.
Customer knows of product but does not use it- Segment sees the product as:
Missing a Function
|1||5311||2001||Burlington spends $40 million a year on TV commercials that tout an array of "brand name" apparel, home furnishings, baby paraphernalia, as well as coats and outerwear which now represent only about 25% of its sales, despite the company's name.|
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