Product Will Work

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
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
a. Product will work

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5621	2001	Chico's management refers to the customer as "Her".
2	5943	2001	Staples.com isn't the only one cashing in on the online trend. OfficeDepot.com, Staples' rival, is also offering a partner-based business service on the Web. Customers not only tap partners for online printing and copying jobs, but they also use them for payroll processing, taxes, and finding credit. Staples.com offers partner business services in three areas: office operations, technology and communications, and sales and marketing.
3	6022	2004	Commercial Capital Bancorp does a good job of maintaining high-quality assets. It's had no bad loans to speak of and its focus on apartment buildings, which rarely go into default, helps.
4	4832	1997	Jacor has some of the highest-rated programming talent in the U.S. under its umbrella, including Rush Limbaugh, Dr. Dean Edell, and Dr. Laura Schlesinger, making it the third-largest radio programmer behind Westwood One and Disney/ABC.
5	6211	2002	Merrill has recently decided to change its research techniques in compliance with a recent court settlement. Its "new industry standard" is being publicized and many of its rivals are expected to follow suit in order to clean up their images.
6	5941	2002	Dick's Sporting Goods sells more equipment and less clothing than other sports retailers, and the clothing that it does sell is more functional than flashy. 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.
7	5621	2001	Chico's wins converts by showering promotions and perks on "her" as management refers to the customer. "She" becomes a Passport Club member entitled to a permanent 5% discount when she reaches $500 in purchases.