Brainstorming Ideas: An Intermediary Customer Purchasing from the Producer of the Product

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an Intermediary or channel customer must take in connection with 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.

  1. Needs for comfort and status

  2. Needs to avoid sources of anxiety

    1. Risks in relationship

    2. Limitations set by time

    3. ECONOMIC LIMITATIONS: Segment customers according to the limitaitons set by their economic interests and concerns

      1. Segment's approaches to limit on spending

        1. Segments who might face psychological spending limits Examples>>

        2. Customer segments with preferences for price point alternatives to the present product Examples>>

      2. Potential improvement in income of current customers

        1. Customer segments whose revenues could increase if the supplier introduced additional products for the segment to sell Examples>>

        2. Customer segments whose costs could decrease if the supplier:

          1. Paid for some costs of the segment Examples>>

          2. Taught the segment how to reduce costs Examples>>

      3. Savings of potential product vs. current solution

        1. Level of savings over the current product cost system Examples>>

        2. Savings on customer building block costs

          1. People costs Examples>>

          2. Purchases costs Examples>>

          3. Multiple costs – Segment saves multiple costs:

            1. Inside the cost system of the product itself Examples>>

            2. Outside the cost system of the product itself Examples>>

        3. Savings from the creation of economies of scale for customer segments who incur costs at levels above those currently available through economies of scale Examples>>

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