Segment That Will Accept a Guarantee
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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
b. A piece of equipment or product – a specific product apart from the company or process
3. Segment that will accept a guarantee
|1||6141||NA||All customers of MBNA America's platinum card have access to Platinum Passage, a full-service travel agency that guarantees the lowest available airfare at the time of ticketing.|