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Brainstorming Ideas: An Intermediary Customer Buying from the Producer of the Product

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an intermediary or channel customer must take in connection with the product:

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

  1. Needs for comfort and status

  2. Needs to avoid sources of anxiety

    1. RISKS IN RELATIONSHIP: The customer segment needs reassurance it can trust:

      1. A piece of equipment or product – a specific product apart from the company or process Examples >>

      2. A process or procedure: A specific process apart from the company or product Examples >>

      3. Company Capability: Company capability that crosses all products

        1. Function Leader: The company can be counted on to lead the industry in Function innovation Examples>>

        2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability Examples>>

        3. Convenience Leader: The company can be counted on to be the industry leader in convenience innovations Examples>>

        4. Price Leader: The company can be counted on to lead the industry in price related innovation Examples >>

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