Segments Where Delays Are the Result of Too Many Benefits
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
5. Segments where delays are the result of too many benefits
|1||7379||2002||RealOne streaming-media service is intended for working people, whose jobs keep them from devoting long blocks of time and nights to watching television. The service offers on-demand and condensed media services from a wide variety of sources and has the potential to become its subscribers' primary link to the Internet.|
|2||7379||2002||RealOne streaming-media service's sports portion is the center of the most innovative streaming interactive video uses. There exists the possibility of "condensed" baseball and basketball games free of downtime and breaks.|
|3||7841||2004||Netflix has begun offering online movie rentals in the $3 to $5 range. Movies can be downloaded as soon as the fee is paid, and viewing can begin almost immediately. But to get full, DVD-style controls, such as fast forward and freeze frame, the whole movie must be downloaded, which takes an hour or two.|
|4||7375||2005||Google promoted its two-year-old local search page to the main site, after more users clicked on it during the holiday season than on the company's Froogle shopping site.|
|5||5900||2003||Borders Group Inc., which operates 415 Borders stores in the U.S. says it's looking to introduce new features to its listening post technology, including a way for customers to register their preferences and help the customer make selections on future visits.|
|6||5051||1999||Ryerson Tull, the largest steel service center in the country, created its own Web site a year ago. The company figured it only needed about two dozen customers to recoup the cost of developing the site but has acquired at least 200. The site streamlines the process of searching the more than 100,000 products Ryerson Tull offers. The company believes that Web transactions total more than $100 million in new sales, or about 3% to 4% of all sales.|
|7||7375||2000||Dialog does not create or own most of the data it sells. Many general news publishers are posting their content for free with additional graphics and hot links and sound and movie files in easy to use formats.|
|8||6211||1988||Discount brokers have convenience advantage over full-service firms: since investment advice isn't offered, discounters trade more quickly & conveniently.|
|9||5331||2000||Dollar General, a Wal-Mart competitor, uses the strategy of many small stores in a closely knit network. Dollar General matches Wal-Mart's prices, but it competes against the average 92000 square foot Wal-Mart with a cluster of conveniently located 6000 foot stores.|
|10||4899||2003||Apple is betting on simplicity- a concept not usually associated with the current crop of music sites. Apple's Music Store is expected to have simpler rules than other downloadable music providers out there. Each song will cost 99 cents, no strings attached.|
|11||5141||2003||Online shopping's appeal is simple: For some customers, the convenience is worth the extra cost. Shopping is a cinch. Customers just click through various departments–from dairy to health and beauty–adding items to a virtual shopping cart.|
|12||5900||1995||Customers at Circuit City's CarMax stores browse through the offering from easy-to-use computer kiosks that print a photo, price, & specs for any car selected. The kiosks also print the row and parking space, so shoppers don't get lost in huge inventory.|
|13||7500||1986||MinitLube offers oil changes that are fast (10 minutes). Clean and friendly service are also part of the deal.|
|14||5411||1988||Food Lions are stocked with only the briskest-selling products: about 15,000 items vs. 20,000 for a conventional store.|