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

3. Knowledge of product technology

Above average- current customer. Members of the segment are:

Regular non-expert users

No. SIC Year Note
1 5331 2000 in the four years since its launch has built a customer base of ten million and expanded its offerings from books to compact disks, videos, digital video discs, toys, consumer electronic goods, and auctions. They also allow retailers to sell their wares on their Web site through associates programs.
2 5521 2002 Shoppers are armed with research culled from auto advice Web sites like Consumer Reports, Edmunds or Kelley Blue Book as 62% of new-car buyers first consult the Internet for invoice prices, sticker prices and trade-in values.
3 5600 2002 REI outdoor-equipment retailer recently began using in-store kiosks. The company now has 124 kiosks in its stores, allowing customers to access,, and If customers don't see the gear they want in a store, they can go to a kiosk and browse the company's selection of 78,000 products-three times the selection of the average store. Customers also can use the kiosks to access the 45,000 pages of content on REI's Web sites-everything from backpacking 101 to how to teach kids to ride a bike. The kiosks look like desktop computers and are strategically placed in locations where customers might have questions about what sort of equipment to buy or how to use it. Customers are willing to buy more products because they can get more information about the goods and employees can use the kiosks as a resource.
4 5900 2005 REI stores have separate departments carrying gear for most outdoor activities, including camping, hiking, and skiing. Within each shop are sales associates with expertise in that particular area.
5 5941 2002 Dick's sales reps might recommend a less expensive set of golf clubs to a customer who likes golf but doesn't want to spend $1000 on clubs that just collect dust.
6 5999 1988 More big retailers are heavily advertising "personal shoppers" and "wardrobe consultants" – services formerly extended only to a handful of clients. Customers aren't obligated to buy any merchandise.
7 6531 2002 Auction portals like are now providing home listings, often without commissions.
8 7375 2001 offered a free electronic bulletin board system where users could connect and find information. It offered discussion forums, chat, email, news, weather, movie and music reviews, multiplayer gaming, horoscopes and personal ads.

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