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.
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:
Company will maintain consistent presence in market
|Although Vlasic has money and marketing, in Seattle, Farman's quality image and close ties to local retailers kept it ahead in the category.
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