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 segment uses a similar product for home or leisure
Similar product from a different company
|1||4841||2003||Comcast plans to improve its own cable modem service and offer premium Web content.|
|2||5251||2000||After Home Depot's success had spawned many imitators that tried but failed to duplicate its formula, the giant chain now finds itself in the unfamiliar position of chasing after a copycat. It's making a big push into home appliances, about 45 years after Lowe's, the industry's No. 2 retailer, started hawking washing machines and refrigerators in small-town stores.|
|3||5411||1997||Stores with extensive knowledge of individual buying habits encourage customers to try competing brands.|
|4||6141||2004||In August of 2004, Target Corp. received approval from the state of Utah and federal regulators to open a bank that will allow it to offer credit cards to its small business customers. Currently, Target can only offer credit cards to individual customers through its South Dakota-based Target National Bank. In 2003, credit cards contributed only 18% of its operating income.|
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