Find, Choose and Pay for 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
2. Limitations set by time: Segment customers according to the causes of the limitations set by time
a. Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
2. Segments where delays are due to steps a customer must take. Segment must:
b. Find, choose and pay for product
|1||7514||2003||National Car Rental is rolling out two programs that allow more renters to avoid stopping at the counter, in an attempt to make its service more attractive to business travelers. National Car said its "Quick Rent" service lets customer who book online go directly to a lot and select a car from the class they reserved. The customer initially signs a paper form and the company keeps the signature on file for online rentals.|
|2||5621||2001||The little-known but fast-growing retailer cultivates women of a certain age, avoirdupois and asset level with stylish private-label clothing that comes in just a few nonjudgmental sizes: zero, one and three.|
|3||5331||2003||The CEO of 99 cent only stores has an unconventional rule about retail: Location doesn't matter: The stores don't need any specific environment to work- having done well both on the border of Beverly Hills and in dodgy strip malls.|
|4||7841||2003||Netflix subscribers pay $19.95 a month to rent as many DVDs as they want, with three movies out at a time. There are no due dates or late fees. Netflix has a library of more than 13,500 titles – far more than can be found at a neighborhood video store.|
|5||5331||2001||BJ's Wholesale Club Inc., the smallest of the three major warehouse club players, has carved a distinctive reputation in the industry. While nearly 60% of Costco's customers are small business, BJ's targets consumers.|