Brainstorming Ideas: An Intermediary Customer Buying 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.

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

2. 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: The customer segment needs reassurance it can trust:

    2. LIMATIONS SET BY TIME: Segment customers according to the causes of the limitations set by time.

      1. Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product

        1. Segments where delays cause customers to be inactive. Examples >>

        2. Segments where delays are due to steps a customer must take. Examples >>

        3. Segments where delays create risk for customers. Examples >>

        4. Segments where delays are the result of too many benefits. Examples >>

      2. Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others.

        1. Breadth of locations where product is purchased or used

          1. Regional Examples >>

          2. National Examples >>

          3. Global Examples >>

        2. Distance from the company, from the product, from competition or from some other preferred location.

          1. Distance from company or product Examples >>

          2. Distance from competition Examples>>

          3. Distance from other preferred location Examples >>

      3. Time limitations due to pattern of use: Segment customers by the frequency or timing of purchase or use of the product. Examples>>

      4. Time limitations due to the use with other products: Segment customers by their use or purchase of other products with the product.

        1. Final customers of the product who use related ancillary products Examples >>

        2. Intermediaries of the product who sell similar products Examples>>

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