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.
2.
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
Convenience Leader: The company can be counted on to be the industry leader in Convenience innovations
| No. | SIC | Year | Note |
| 1 | 3571 | 1987 | Apple makes its software developers conform to a single set of commands which means that once an operator masters those commands, it is relatively simple to learn another Macintosh software package. IBM imposes no such rules. |
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