Segments Where Delays Create Risk for Customers

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
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
3. Segments where delays create risk for customers

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5411	2004	Customers at four Piggily Wiggly Carolina Co. stores in Charleston and Columbia, S.C. will be able to pay for their groceries by placing their finger on a scanner at checkout, eliminating the need for cash, checks or credit cards.
2	6211	2000	Datek is focused on fast execution and effortless order entry. The company's computerized limit order book called Island matches buy and sell orders. The program handles a large percentage of the volume in stocks like Yahoo and Dell.
3	6000	2001	U.S. banks have been scrambling to set up online person-to-person payment systems, like Citigroup's c2it or independent Paypal , that could someday replace traditional money transfer. They boast 5% fees and anytime convenience. But unlike traditional money transfer operators, they take minutes not days to send cash. They often require both participants to have a bank account, debit card, or credit card, and they are only accessible online.
4	6211	2000	Significant trading volume is passing through electronic communications networks, or ECNs. Such networks let investors bypass market-makers and trade with each other.
5	4724	2001	Expedia invested in new technology to help make its site easier to use. This increased the percentage of visitors who actually booked travel to 5.7% up from 3.8% a year earlier.
6	7334	2000	By replacing air travel with a trip across the Internet, NowDocs.com can accept document delivery orders as long as six hours after FedEx closes. The printed out result is more professional than a fax or an e-mail attachment.
7	6211	1999	The best firms are competing on services too. DJLdirect, Fidelity, and a slew of others are starting to offer after-hours trading, electronic order matching (on Electronic Communications Networks, or ECNs), online financial planning, and more.
8	8099	1988	More hospital emergency departments are offering rapid turnaround to regain business. "Fast-tracking" separates patients with sore throats, for example, from true emergencies & treats them with a separate staff.
9	5900	1993	FD Titus & Son is equipping its sales staff with AT&T's EO 880 personal communicator. Sales reps now have ready access to info about the 14,000 products in the company catalog, and they can send a fax to a customer when stalled in freeway traffic.