Find, Choose and Pay for 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.
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.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
a. Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
2. Segments where delays are due to steps a customer must take. Segment must:
a. Find, choose and pay for product
|Casey's General Stores Inc. installed checkout scanners to eliminate errors clerks made.
|Westfield Holdings, a mall owner, has increased its numbers of concierges at each mall location. It has also doubled its concierges' salaries and given them healthcare and retirement benefits. It sets goals for them to make contact with 100 to 150 shoppers and 8 retailers per eight-hour shift.