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
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. Order product
|1||4724||2002||Virtuoso, a Texas network of 264 upscale specialty travel agencies, charges anywhere from $100 for a basic weekend getaway to $3,000 for a major two-week-plus group trip with detailed custom itineraries. Blue Water Divers includes a fee of about 13% in the package price for a $1,700 custom scuba-diving vacation. The spa specialist bills clients $100 to plan a luxury spa excursion.|
|2||6162||2002||Countrywide and Washington Mutual Inc. are two of the nation's top five mortgage lenders. Washington Mutual made its brokers and sales staff begin using the Web to process applications resulting in $60 billion in online volume in six months.|
|3||6141||1996||In the past, students seeking credit cards had to complete complex applications & get approval from their parents. Citibank offered a simple application–just submit a copy of their college ID card.|
|4||5734||1995||Domino's planning to test an interactive video service so customers can punch a few buttons to order a pizza just as they order up, say, a television movie.|
|5||5200||1996||If a client needs a product not listed, Wilmar places a special order.|