Reliability and Convenience

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.

3. Intellectual:

A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
b. Customer knows the channel brand but not the producer brand – Segment knows channel brand primarily for:
1. Reliability and Convenience




1 5251 2000 To spark new expansion, Home Depot is working on roughly 20 major growth projects ranging from installing kitchen cabinets to opening stores in other countries.
2 5300 2002 An even faster-growing business is Amazon's Market place, which is similar to eBay Inc.'s Internet auction market. In the Amazon operation, individuals and independent merchants sell new and used goods on the same Web pages that the company sells its own.
3 7375 2003 For all EBay's growth, it has just 0.6% of the $363 billion used car market, selling 300,000 of an estimated 42 million used cars in 2002. But those listings are especially lucrative for Ebay.