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
2. Above average
|1||5621||2001||Coldwater Creek Inc. is an upscale women's fashion retailer that sells clothing, accessories, and home products online, by catalog, and in stores.|
|2||6211||2000||Merrill Lynch's online Unlimited Advantage program offers investors trading, research and advisors for a flat, asset-based fee. Over a certain volume, it starts to cost less than the old per-transaction commission. It took Merrill Lynch so long to roll out the product partially because it took a long time for them to convince their brokers they were better off cannibalizing themselves than watching the business walk out the door.|
|3||5621||2001||In November of 2000, Coldwater Creek Inc. created a new website called Gallery at the Creek, targeted toward Coldwater's more affluent customers.|
|4||6021||2004||Private banks such as Boston Private specialize in personalized service including house calls and individual attention to trust funds. Such banking is not limited to the extremely wealthy, as many of the banks welcome people with household incomes of $150,000 a year as long as there is room for their income and assets to grow.|
|5||5331||2002||99 Cent Only plans to take on the much larger Family Dollar and Dollar General chains with a national expansion. One difference between 99 Cents Only and the other stores is that 99 Cents prefers to go into middle class neighborhoods.|
|6||5399||2002||Dollar chains are also luring upper-crust buyers to boost their sales.|
|7||6141||1994||MBNA America is offering its platinum card with credit lines up to $100,000. The available credit line can be accessed by card and by credit card cash advance checks, as well as through ATMs.|