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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
a. Spending power of current or potential segments
1. Below average
|1||6141||2005||To reward low- and middle-income tenants, Visa and payment processor PropertyBridge launched in April of 2005 "Payment Perks," a program that allows residents who sign up to have rent paid on their credit cards to participate in free-rent drawings or get store coupons and gift certificates and merchandise rebates.|
|2||6141||2001||GreenPoint Financial Corp. deals in high-risk, no-documentation loans, a market too small for big business competitors but with high returns to make up for its risk factor.|
|3||5141||2001||Fleming Cos, the grocery distributor, faced difficult times as discount chains and club stores gobbled up business from independent grocers, its main customer base. Now, the company is expanding its discount stores under the Food4Less and Fresh4Less names. The stores require lower initial investment and generate more cash flow. This approach targets shoppers more interested in price than convenience who are willing to drive to save money.|
|4||6141||2000||Providian finds gold in the nonprime credit card market. It has signed up so many cardholders in the last year that it posted a stunning 66.4% rise in loans outstanding to $18.71 billion – the biggest gain among the top 10 issuers. Net income grew 86%. It levies a steep 23.9% rate on its lower-end customers.|
|5||7371||2004||Microsoft also offers a stripped- down service called MSN Plus for $5.95 a month but it lacks most of the compelling features of Premium except for the larger e-mail attachments.|
|6||5731||2002||Rent-A-Center upgrades its merchandise as new models come out. Its products come from recognizable brands such as Sony, Whirlpool, Dell and Ashley. The average price per unit increased 3.5-4% a year, keeping sales on the rise. The stores average $650,000-$700,000 in annual sales. The industry average is $430,000. Their customers are usually in the lower middle income bracket. Rent-A-Center's biggest rivals are Aaron Rents, Rent Way, Rainbow Rentals and Bestway. The competitors' combined sales add up to less than Rent-A-Center's.|
|7||6211||2002||Companies on Wall Street are making it easier on individual investors to directly own corporate bonds. Companies such as International Business Machines, Household Finance, Dow Chemical and Diageo are selling bonds to small investors.|
|8||5331||2001||To keep its company growing, Family Dollar takes care to keep its sights on exactly who its customers are. Family Dollar tries consistently to give low- to lower-middle-income customers the best values for their basic needs.|