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 Reliability – Segment interested in being assured that:
Product will be fixed promptly

No. SIC Year Note
1 2834 1993 Perrigo's retail customers are very pleased with its service: "I can pick up the phone and talk to the people at Perrigo and say: I have a problem and need action within 24 hours. Things are on my desk immediately."

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