Because They Need Unusual Functions

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
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
b. Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
2. Distance from the company, from the product, from competition or from some other preferred location.
b. Distance from competition
2. Because they need unusual Functions

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5735	2003	The biggest change in Napster's new model is that Napster 2.0 does not allow direct sharing of files. Like iTunes, the free version of Napster 2.0 will also be an online music store, offering an a la carte selection of songs for 99 cents each or $9.99 per album. Unlike iTunes, Napster has selection of comedy tracks.
2	5311	2004	Target Corp. is pushing its fashion advantage over Wal-Mart and is continually adding more food offerings. Best Buy and Bed Bath & Beyond are also strengthening their offerings in apparel and electronics, product categories in which Wal-Mart has few advantages. The result was a poor start for Christmas selling season for Wal-Mart.
3	5300	2003	Wal-Mart's music-sharing service will seek to distinguish itself from an increasingly crowded marketplace by offering titles and categories its competitors lack or skimp on. For example, the song list is expected to be heavy with high-profile country-music stars. Wal-Mart, which accounts for about 20% of U.S. music sales, is entering a field flooded with new arrivals.
4	5045	1996	Merisel has distribution in parts of the world that other distributors don't.
5	7832	2001	Century has tested the art-house market which puts pressure on Landmark Theaters, who specialize in art-films and are particularly popular in the Bay Area (with 53 theaters in 11 states and 41 screens in the Bay).
6	5912	2000	New London started selling homeopathic remedies since the drugstore chains didn't carry them. It started carrying glucosamine sulfate (for arthritis) and cat's claw (for cancer).
7	5942	2001	Booksense.com, an online independent alternative for book buyers, offers a gift-sharing program. Members agree to redeem a certificate from a member store anywhere in the U.S. and even provide gift wrap.
8	5699	2003	Since Hot Topic sells unique clothing, it is largely insulated from mainstream competition. It also reacts quickly to trends without trying to predict them.
9	5942	2003	Customers come from far away to visit Book Baron. In order to acquire the 500,000 volumes of books the store has, it has bought inventories from 20 other stores that went out of business. The founder also travels around the U.S. to buy from private libraries.