Sensitivity to the Price of a Component of the 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.

2. Emotional:

B. Needs to avoid sources of anxiety
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
b. Segment's approaches to limit on spending
2. Segments who might face psychological spending limits
d. Sensitivity to the price of a component of the product

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5331	2005	Wal-Mart's three-year-old financial-services department cut rates on money wiring to attract the fast-growing immigrant segment, supporting family back home.
2	6141	2004	The financial services offered by Bankrate.com are free to visitors because advertisers pay to keep the site up and running.
3	6021	2003	Since Washington Mutual's appearance in Chicago, Bank One has increased efforts to keep its customers while attracting new ones. Bank One is advertising more and eliminating fees for items such as online bill paying.
4	4841	2004	To lure customers, satellite companies recently have begun dropping their prices on their equipment. DirecTV has offered TiVo for just $49 to new customers.
5	6021	2003	Washington Mutual allows other banks' customers to use its ATM machines without paying the customary $1.50 surcharge. But other fees still apply. Washington Mutual still charges its own customers $1.50 for using another bank's ATM.
6	7832	1992	Cinemark located walk-in and drive-in theaters in small towns, opened discount theaters as an option for families. Cinemark charged $1 to lure customers into theaters and then made money on higher margin items like popcorn, soda and candy that consumers valued more.
7	5311	1999	Duckwall-Alco's pricing strategy is to slash prices permanently on high-volume products. This draws customers in consistently. This has allowed the company to save on advertising and allow it to operate efficiently.
8	5511	1999	General Motors Corp. has said it has formed a special unit to buy dealerships that will compete in the marketplace with the independent franchises that have been its main conduit to consumers. GM said the move is a response to the unprecedented change in the auto-retailing industry, including the effects of the Internet and the rise of consolidators such as AutoNation Inc.