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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
a. Spending power of current or potential segments
2. Above average
|1||6211||2004||Exchange-traded funds have become popular due to their flexibility and low fees. Expenses for ETFs that invest in domestic stocks average just 0.37% of assets against 0.73% for comparable no-load index funds. ETFs can be more tax-efficient than funds too.|
|2||5045||2004||Best Software has made 17 major acquisitions in the last three years and they concentrate on small and midsize businesses. They define the market as clients with one to 500 employees or those with revenue from $1 million to $250 million.|
|3||5331||2004||Perhaps no mass retailer has made a stronger bid for mass affluent consumers than Target Stores, which has pioneered a focus the company itself characterizes as upscale discount.|
|4||6331||2001||Gallagher's main competitors in the insurance industry are everyone from small, local brokers to giants like Hilb, Rogal & Hamilton Co. Gallagher has set itself apart because it can serve bigger clients that bring higher margins.|
|5||6141||2001||Capital One added super prime customers three years ago, attracting them with frequent-flier miles. The company has found safe bets that spend enough to compensate for the demographics' tendency not to pay late fees.|
|6||6211||1988||C. Schwab is the only major discount firm investing resources in development of high-tech computer-trading capabilities–speeds its services for customers.|
|7||6211||2000||Schwab acquired U.S. Trust to expand its offerings to wealthy investors. Schwab's current customers have a average account size of $110,000. Only 5% of Schwab's customers have an account with more than $1 million.|