Style

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:
d. Company Capability: Company capability that crosses all products
1. Function Leader: The company can be counted on to lead the industry in Function innovation
a. Style

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5699	2001	The Gap has been able to thrive from its capitalization on simple items, such as plain khaki pants, making it a leader in "casual wear".
2	5999	2003	Despite the abundance of candles sold by mass retailers and chain specialty shops like Yankee Candle Co., Waxman Candles has remained profitable through the drop off in sales after the 1996-2000 boom. The owner appeals to new customers with new designs and the labor-intensive but relatively inexpensive manufacturing process. The stores offer about 1,200 varieties of candles.