Ambiance of Surroundings

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
3. Status through the recognition of customer's individual requirements for product:
a. Function
2. Ambiance of surroundings

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5621	2001	Chico's wins converts by showering promotions and perks on the customer. "She" becomes a Passport Club member entitled to a permanent 5% discount when she reaches $500 in purchases. Passports are responsible for about half of all Chico's sales. It also aims to pull these busy women into its stores through constant catalog mailings, discounts, camaraderie and plain old legwork. Sales staffers flit around stores assembling armloads of outfits for the shopper to try.
2	6021	2001	After years of directing customers to ATM's and closing branches, new federal regulations that allow banks to sell insurance and other services are leading to a resurgence of the bank branch. Corporations are putting in extra touches most often found in retail environments like the Gap and Nordstrom to woo back the customers that they once ignored. Washington Mutual is leading this charge, with concierges, a casual atmosphere, kitschy products and books about financial issues. Children play areas keep kids entertained as parents complete their transactions.
3	6512	2003	Macerich Company, a mall owner, is beginning to hire "guest-service specialists," who rove malls to spread a feeling of warmth and comfort, hugging customers, kissing babies, offering gift advice, escorting shoppers, and breaking up fights amongst teens.
4	7011	2000	For the last 4 years, Joie de Vivre has specialized in creating boutique hotels, each one targeted at a specific type of traveler.
5	5411	2003	Wegmans remains successful by finding a sweet spot between price and quality. Inside, store chefs sauté scrod under a hammered copper stove hood. Lanterns and canopied window shutters lend to a display of artisan breads the feel of a Parisian open air market.
6	5399	2003	The CEO of the 99cent chain stores, says his is the oldest existing single-price chain in the country and does discount differently. His stores are immaculate, bright, and the size of small supermarkets.
7	5942	1994	Barnes & Noble running an all-out offensive with its superstores ranging from 12,000 to 37,000 square feet. They also offer selection and ambience small stores can't match.
8	5500	1993	Circuit City will open first 12-acre used car lot. The company saw an opportunity in used car sales and will offer better customer service including touch screen computers to find cars on lot, golf carts to reach them, no-haggle pricing, playroom for children, women salespeople.
9	5712	1989	Ikea, the furniture superstore, offers childcare while parents shop. The stores provide tape measures, catalogs, pencils and paper. Strollers are available, as are free diapers. Customers can borrow automobile roof racks to carry furniture home.