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.

Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

3. Ecomonic limitations: Segment customers according to the limitations set by their economic interests and concerns
Segment's approaches to limit on spending
Customer segments with preferences for price point alternatives to the present product

Higher price point

No. SIC Year Note
1 4512 2004 Marriott has become an industry leader by whipping troops into line, including hotel owners while treating customers with a soft touch. The company offers franchises to hotel owners. They have seen steady recovery while luxury rivals have floundered. Hotel owners under Marriott pay the industry's highest fees and must use Marriott-controlled suppliers. Those suppliers often do not pass along discounts to individual buyers. Owners also complain of over billing for marketing and restaurant-concept research. Despite a willingness to undermine owners by building another hotel near by, most owners feel that they do better under the banner than they could elsewhere; 55% want the lodging giant to manage the next hotel they are buying or building.
2 5700 2004 Ajax Phila Inc. created a website for the business by using an off the shelf template. The company attracted customers to the website by signing up with GO-2 using a pay per click model. The company only paid when customers clicked on the listing.
3 7375 2003 In 2002, Google went from running ads with its searches on a fixed-fee basis to selling advertisers the rights to given keywords so their ads pop up first when those words are entered in a query. Sponsors paid on a cost-per-click basis instead of the usual cost-per-thousand-visitors. It grew to 100,000 bidders in ten months, and thousands more advertisers are still signing up.
4 7375 2004 PriceGrabber is an online comparison site for shoppers. It doesn't charge the merchants it hosts in its Storefronts section to list their products, or for customer referrals. But it takes a cut of $1 if the product costs less than $15; 7.5% of the price if it costs more. Yahoo's shopping portal takes referral fees from the small merchants it hosts but it gives the sellers a 20% discount on those fees.

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