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.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
d. Company Capability: Company capability that crosses all products
1. Function Leader: The company can be counted on to lead the industry in Function innovation
b. Style




1 5331 2005 In the fall of 2004, Wal-Mart began carrying a line of bathroom and tabletop accessories from New York restaurateur and cookbook author Zarela Martinez, whose designs are inspired by Mexican culture and folk art.
2 5311 1990 Sears now sends its buyers to Paris and Milan to scout out trendy women's fashions. It is also trying to woo female shoppers, $25 million in advertising aimed towards them.