Product Will Work
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:
d. Company Capability: Company capability that crosses all products
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
a. Product will work
|1||6282||2002||William Blair is an investment bank that refuses to advertise. Instead, it lets its bankers make headlines. It recently guided J.M. Smuckers in its acquisition of Jif peanut butter and Crisco shortening for $731 million from Procter & Gamble.|
|2||6000||1990||Some banks offer "image" advertising featuring posh offices.|