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Brainstorming Ideas: An Intermediary Customer Purchasing 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.

Guarantee Steps: The Guarantee steps include the activities required for the Intermediary customer to keep the product or service in working order for the Final user. These activities include both problem assessment and correction.

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. 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 – Segment interested in being assured that:

          1. Product will work Examples>>

          2. Product will be fixed promptly Examples>>

          3. Product will be available and delivered as promised Examples>>

          4. Company will maintain conssitent presence in market Examples>>

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

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