Information and Knowledge

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
d. Information and knowledge

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	6211	2001	Brokerage firms feel that their experience with the capital markets is advantageous in their competition against traditional private-wealth firms.
2	5731	2001	Tweeter electronics retailer maintains a narrower focus than lower-end retailers, keeping only three product lines: video, audio, and mobile (includes car stereos and cell phones), rather than branching out.
3	5621	2001	The little-known but fast-growing retailer cultivates women of a certain age, avoirdupois and asset level with stylish private-label clothing that comes in just a few nonjudgmental sizes: zero, one and three.
4	5000	2002	Midsize computer resellers usually target specific industries or professions to offer them customized sales knowledge.
5	7822	2005	SpiritualCinemaCircle.com selects the movie for its customers. It selects four films per month to be sent to its subscribers. Its customers buy the movies. The firm isn't interested in renting movies. "People can just about do that anywhere."
6	5411	2004	Whole Foods connects with shoppers by providing reams of information on its products. Throughout the store, posters feature photos and stories about local farmers and their methods of growing crops. A sign in the meat department describes how Whole Foods sells fresh meat without growth hormones or antibiotics.
7	8082	1998	Arden Courts' facilities (only 12 today) serve the needs of individuals with early to middle stage Alzheimer's disease or those with related memory impairment.
8	5941	2002	Dick's Sporting Goods has carved out a good slice of a highly competitive market that includes rivals like Sports Authority Inc. and Galyan's Trading Co. by appealing to the serious sportsperson.
9	5941	2002	Each Dick's store contains 5 substores organized around a type of sport. The Pro Shop focuses on golf; the Sportsman's Lodge on hunting, fishing, and camping; the Footwear Center and the CycleShop speak for themselves; and Total Sports covers everything else.