Segment that Will Experiment With Product
A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
b. A piece of equipment or product – a specific product apart from the company or process
2. Segment that will experiment with product
|1||3571||2000||Apple Computer's latest digital lifestyle software, such as iMovie and iDVD, will not have naturally high customer demand because of its innovative and unprecedented nature. Instead, such programs must be sold to the consumer through actual contact. Consumers must be able to "test drive" these programs.|
|2||5099||2003||Autotrader, well known for its extensive advertising, won't charge a sell fee and will allow some winning bidders to see the car in person before buying.|
|3||7841||1990||With video game prices in the range of $40 to $50, rental has become an increasingly popular way for Nintendo addicts to get a quick fix.|