Product Will Be Available and Delivered as Promised

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.

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
c. Company Capability: Company capability that crosses all products
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
c. Product will be available and delivered as promised




1 5251 2004 Home Depot has 6,000 contractors on tap for installation. It also spent $248 million to buy several companies, including Installed Products USA and RMA Home Services. Contractors have to go through a screening process that can take weeks. They also must submit to license and insurance scrutiny as well as to a criminal and immigration background check for every employee.
2 5812 2002 At Cosi Inc. bread that has been out of the oven for 30 minutes or more is tossed away unused.
3 4513 2004 FedEx controls 39% of the U.S.-China express market compared with 29% of DHL which is part of Deutsche Post. The fact that FedEx owns and operates its own fleet of cargo planes gives it a clear advantage on DHL which has to buy cargo space in the belly of passenger planes and is therefore vulnerable to capacity crunches. FedEx may have an advantage over DHL and UPS because those companies rely on state-owned Chinese parcel carrier Sinotrans for local pickups and delivery, while FedEx has an exclusive relationship with Beijing based Da Tian which began in 1999.
4 7375 2003 Ebay has feedback system where buyers and sellers rate each other on each transaction. When that wasn't quite enough, eBay formed its own police force to patrol Ebay and even has something akin to a bank.