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:
|1||5999||2003||In order to update Amazon's traditional market, books, the company launched Search Inside the Book, which allowed visitors to find any word or phrase on 35 million pages in 120,000 books. Sales surged for books that had this feature.|
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