Expert Users

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
3. Knowledge of product technology
c. Above average – current customer. Members of the segment are:
2. Expert users

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	6211	2001	Online brokers are rolling out advanced new tools for trading and tracking stocks, appealing to both trading pros and regular investors. Level II quotes include the ability to scan the landscape of market makers and electronic trading networks to find the best price available for a trade. The Level II quotes give more information to the investor. However, this technology may be too complex for the average investor. Datek makes it more accessible by using its own smart order routing technology to find the best execution. This speeds up the transaction.
2	6211	2001	Online brokers are rolling out advanced new tools for trading and tracking stocks, appealing to both trading pros and regular investors. Datek's Streamer shows the last 20 trades, with price and size. Clients can also track up to 25 market trades in real time.
3	5600	2001	Recreational Equipment Inc. offers rock climbing walls and clinics at its REI stores. Vans, the clothing and shoe maker, has skateboard ramps in stores.
4	6289	2000	Merrill Lynch Direct offers IPOs only to accounts with more than $100,000 in assets and margin accounts must be stocked with at least $20,000 in assets. If traders meet the requirements, they are offered access to notable institutional research, new from Dow Jones and S&P reports.
5	6211	1999	For investors, the frantic competition for online dollars only means better, cheaper, and faster service. Access to valuable information like real-time quotes and institutional research, once justified exorbitant full-service commissions, is now free.
6	6231	2002	Nasdaq is ready to launch its SuperMontage which is designed to simplify the Nasdaq market by aggregating orders from all participating broker-dealers. By providing a central pool of liquidity, it aims to make it easier for institutions to trade in big blocks.
7	5045	2000	Nu Horizons' application engineers give technical support, product design help, and reconfiguration advice to its customers. That means that Nu can charge more for its services and receive higher margins.