Intermediary Purchasing from the Producer of 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.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product.
Customer segments who have idle time while shopping or using the product
|1||3571||2004||Earlier this year, Starbucks Corp. unveiled a renovated prototype store in Santa Monica, Calif., equipped with H-P tablet computers. Using the tablets, consumers can scroll through a list of digital songs stored on the server, pick tunes they like and then instantly burn them onto a compact disc. They can also design art for the CD cover and print it out on an H-P printer, all for as little as $6.99. Customer traffic has increased since the music-enhanced store opened, potentially providing Starbucks with an additional revenue stream.|
|2||3652||2004||LidRock produces miniature CDs with music and eventually movies and sells them to restaurants, movie theatres and theme parks who use them to sell merchandise and increase exposure. Sbarro, one of LidRock's customers, says the gimmick encourages positive response from the pizza chain's young target customers. Movie theatres purchase the promotional discs to help them to sell high-margin soft drinks. The CEO has forged agreements with major entertainment companies to ensure that the programs are mutually beneficial. The company will eventually put out full length movies on the disc that will only remain active for a set period.|
|3||3661||2005||Samsung is betting on consumer interest in new high-speed, next-generation cellular networks, or 3G. It's releasing two new phones for U.S. 3G networks. 3G phones can do high-speed Web surfing and play video.|
|4||4512||2003||Verizon's Airfone unit introduced JetConnect instant messaging and text messaging service last year. United so far has the system on about 80 planes. It allows fliers to check weather, news and stock listing, play games and use the messaging services for $5.99 per flight.|
|5||4899||2003||McDonald's plans to announce a big expansion of wireless service in its restaurants with the addition of about 75 locations in the San Francisco Bay Area.|
|6||7300||2004||One company that hits the moneyed masses is Captivate Network. It equips elevators in office high rises with flat panel TV screens and sells advertising spots which it mixes with programming from major media company partners. Given people's tendency to avoid eye contact in elevators, and the very low likelihood of their pulling out reading material, the ads become an almost welcome diversion.|
|7||7319||1987||POP Radio produces FM-style programming with customized advertising for food & drugstore chains.|
|8||7375||2000||New Internet-wired gasoline pumps that offer news updates, travel tips and ultimately e-mail or stock tips are entering the market through smaller, independent gas stations.|
|9||7379||2003||Tenzing already is providing laptop e-mail services on Cathay Pacific Airways planes. It is working with another company to put e-mail and short messaging service on Virgin Atlantic Airways. A rival system from Boeing's Connexion unit went into test this year on some planes belonging to Lufthansa and British Airways. It allowed fliers to surf the internet as well as send and receive e-mail.|
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