Function, Such as Product Choice an Physical Ambiance

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.

3. Intellectual:

A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
e. Customer knows the channel brand but not the producer brand – Segment knows channel brand primarily for:
1. Function, such as product choice and physical ambiance

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	3100	2001	Some of Oakley's new lines began roughly, especially their shoe line. However, this situation was salvaged by creating deals with large retailers, such as Foot Locker.
2	4812	2002	In a survey, British consumers named Virgin Mobile as their country's highest-quality cell phone network. This network does not exist but the brand uses the same network as other carriers. Virgin hopes to find the same success in the U.S.
3	4813	2003	Vonage has signed up its first 15,000 customers at its web site and at Amazon.com. In early March, Vonage signed with EarthLink as a marketing partner. EarthLink will resell Vonage's Internet calling service to its 800,000 broadband customers.
4	4813	2000	Net2Phone is planning a service of Internet telephone usage with Microsoft's arch rival, America On Line. The AOL service will cost about a penny a minute for domestic calls.
5	7374	2003	Mountain America is one of many smaller financial institutions making big inroads online. The company relies on Digital Insight Corp. to provide Internet banking services for its 160,000 members.