Brainstorming Ideas: 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.

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

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 relationships

    2. LIMITATIONS 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. Delays caused by time required for product preparation and delivery. 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 exposed to serial delays due to multiple stops. Examples>>

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

        6. Customer segments who have idle time while shopping or using the product. Examples>>

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

        1. Breadth of locations where product is purchased or used. Examples>>

        2. Distance from the company, from the product, from competition or fro 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 the 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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