Intermediary Purchasing from the Producer of the Product

Guarantee Steps: The Guarantee steps include the activities required for the Intermediary customer to keep the product or service in working order for the Final user. These activities include both problem assessment and correction.

Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of ReliabilitySegment interested in being assured that:
Product will work

No. SIC Year Note
1 5411 2002 Americans food buying habits have changed over the past 30 years. In the 1970s, 70% of food was purchased in packaged form and 30% fresh. Today that has roughly reversed. FreshDirect's obsessions lie in keeping the food fresh. All the meat is butchered from whole carcasses. The company makes its own sausages, cuts up entire salmons, roasts and grinds coffee, bakes bread, pastries, and desserts from scratch and ripens fruit and vegetables in a special ripening room. Cleanliness is another obsession, all equipment is bathed in antiseptic foam at the end of each day, hosed with water and given final antibacterial coating. The company even maintains a lab to test incoming and outgoing shipments as well as food preparation areas for contamination.
2 8099 2003 Since its founding in 1981, American Healthways had worked in hospitals, managing the care of patients with long-term illnesses such as diabetes and congestive heart failure. It educates patients about their ailments, works out the best regimen to follow and makes sure patients stick to them. The company's products and services are designed to make people healthier. As a result, they're spending less money on health care. The hook for patients is long-term cost savings in addition to better health.

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