Ambiance/Physical 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:

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
b. Ambiance/physical surroundings

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5900	2005	Many retailers, including the Recreational Equipment, Inc, an outdoor gear and clothing chain, are successfully competing with bigger rivals by carving a distinct niche. REI caters to consumers who are looking for good service and product knowledge, but aren't price motivated. Its target customer is the higher income, higher-educated customer. Customers include all types of outdoor enthusiasts. Good service is a key selling point. Since most sales associates are REI co-op members, they have a camaraderie with customers. The firm offers a 100% satisfaction guarantee on products.
2	5999	2003	Petsmart turned some of its larger warehouses into stores with pet hotels comparable to the Four Seasons for animals with a computerized reservation system, room service, playtime activities and an on-site veterinarian.
3	7275	2005	Video is the latest feature that search companies will be using to attract more consumers and beat rivals in the internet industry. All of these kinds of services are important to search companies because it adds to their portfolio of media.
4	7832	2001	Many customers admire Muvico's Egyptian style theatres while enjoying their services such as optional valet parking and a nursery that rivals don’t offer. "Muvico has raised the bar on the cost of building theaters to a level not mirrored by others. Muvico's total revenue will reach $120 million this year, up from $57 million last year.
5	7832	2001	Bert Claeys built a Kinepolis, a mammoth theater complex that projected a number of titles onto gargantuan screens with state-of-the-art visual and sound systems. It provided stadium-sloped, extra-wide aisles of armchairs. Kinepolis matched the comforts of watching a movie at home but radically improved its audiovisual effects. In its first year of operation, Kinepolis single-handedly expanded the Brussels movie-going market by 40% and captured half of it.
6	5200	2002	Lowes and Home Depot have adopted different styles and philosophies while vying for the number one spot in home improvement. Lowe's focuses on presentation, laying out the stores with wide aisles and targeting women who want to avoid traditional lumber shop environments. The chain offers higher-margin goods such as Laura Ashley paints and high-end bathroom fixtures. Premium goods have replaced products that can be found at discounters. Competitor Home Depot has relied on low prices, a large selection and sales to professional manufacturers who prefer low prices over fancy layouts.
7	6512	2003	General Growth Properties, America's second-largest mall owner (with 127 malls) is adding restroom attendants and hiring off-duty police officers to direct traffic in parking lots as well as "Santa pagers" during the holidays to page a shopper when Santa's lap is free.