Beyond a Mile from Product or Service
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
b. Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
2. Distance from the company, from the product, from competition or from some other preferred location.
a. Distance from company or product
4. Customers moving from one place to another
b. Beyond a mile from product or service
|1||5632||2004||Claire's is in just about every mall in America with close to 3,000 stores, and millions of teens and tweens wear its earrings, bracelets and hair clips. The chain accessories store is focusing on other avenues of growth, for instance its presence in Europe where it has more than 700 stores.|
|2||4800||2004||ESPN said it would enter the hotly competitive US cell phone business, selling wireless subscriptions directly to sports fans under its own brand. ESPN's new brand, ESPN mobile, will appear on the phones.|
|3||5600||2005||Over the next five years, Polo RL expects to open 50 to 60 stores in the U.S. and 20 to 25 in Europe.|
|4||5311||1986||Bloomingdale's will open two shops in New York's Kennedy International airport. They will be specialty stores that carry only merchandise with the "Bloomie's logo."|
|5||7841||2002||Netflix is expanding its network of distribution centers to increase its ability to offer overnight delivery of DVD movies in 10 net metropolitan areas. It already has 3% of the San Francisco Bay Area households as subscribers.|
|6||7389||1990||Bank Americard Gold Visa and Mastercards offer over 825 Bank of America branches in CA.|
|7||5734||1995||McDonald's has the advantage as far as convenient locations go. It owns & develops restaurant sites then charges franchisees rent for the property. So McDonald's commits more capital/unit to its franchises, but it's in very convenient locations.|
|8||6141||1987||Bank Americard Gold Visa and MasterCard's offer ATM access to make card payments and transfer funds to or from Bank of America accounts.|