Segment That Will Accept a Guarantee

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:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
c. A process or procedure: A specific process apart from the company or product
2. Segment that will accept a guarantee

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	6141	2000	American Express is taking a minimalist approach to chip technology in its "smart card," Blue, using it for online security purposes only. The onboard silicon stores a digital certificate of authenticity with a unique code number for each card. For traditional off-line commerce, Blue has a standard magnetic stripe that can be read at existing point-of-sale terminals. When engaging in e-commerce, a Blue Card member can employ the smart card as a non-duplicative electronic key to an e-wallet, an Amex data repository that expedites e-shopping by downloading secure personal data to more than 100 compatible online merchants to conclude a sale. Activation and use of the chip requires a $25 smart card reader that plugs into a Blue Card member's PC.
2	7379	2003	Swoosh, a new peer to peer software, allows its 1.4 million users to click on a download easily. Its digital-rights-management feature blocks unauthorized users from downloading and encrypts the file while in transit.