An Individual – A Specific Person, Apart from the Company or Process

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.

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
a. An individual – a specific person, apart from the company or process

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5621	2002	The super plus size industry is expected to generate $2-3 billion in retail sales annually. Catherine's Plus generates $350 million or 30% of Charming Shoppes' total sales. Catherine's Plus attracts customers with direct mail campaigns that target credit-card customers. They are trying to create a one-to-one customer relationship.
2	5400	2000	FultonStreet.com is a seafood delivery service. The owner personally greets each customer with a customized email, and confirms each order with a prompt personal email. He follows up with warm correspondence. When you deal with this company, you're facing a person, not a website.
3	6411	2004	Stifel Financial hires independent brokers. "We don't tell brokers what to do or what to sell. We have people calling us for brokerage jobs. We don't advertise. We consider the broker as our brand." Employees own over 50% of the firm.