Independent/Defiant/Irreverent
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:
A. Needs for comfort and status
2. Status in the community
a. Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
1. Distinctive style or appearance
a. Trendy
3. Independent/defiant/irreverent
|
NO. |
INDUSTRY SIC |
YEAR |
EXAMPLE |
| 1 | 6211 | 2002 | E*Trade differentiated itself from hordes of competitors while cultivating online investors with an edgy image and humorous ads. |
| 2 | 7011 | 2001 | Amsterdam Hospitality's hotels' decoration themes bring in customers. One hotel, the Moderne, has a Marilyn Monroe theme complete with vibrant red colors, silver upholstery and photographs of Monroe sprinkled around the walls. |
| 3 | 5699 | 2003 | For the past 14 years, Hot Topic has followed the alternative teen demographic more closely than any other teen company. It has taken the anti-establishment vibe and put it in a suburban mall. |
| 4 | 5735 | 2003 | Apple has come up with iTunes which sold 1 million songs in its first week online. It offers 200,000 songs for 99 cents apiece. |