Final Customer Purchasing from an Intermediary of the Product

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

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust.

Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation

Choice of products

No.	SIC	Year	Note
1	4841	2004	While satellite companies usually trump cable on price, cable has its selling points. Cable offers features that satellite can't, such as video on demand and local channels on high-def TV.
2	5211	1996	Orchard aims to offer the service & convenience of a "mom and pop" hardware store. It stocks a wider selection of "fix-it" products than the big warehouse home centers.
3	5251	2004	Tractor Supply's new store designs are intended to push products that separate Tractor Supply from rivals. These products include animal feed, milling machines, and carts with pneumatic tires and hydraulic lift systems.
4	5311	2003	Because of Kohl's discount department store's strong growth, it has gained such national brands as Dockers and Columbia, as well as new, lower-priced clothing lines from suppliers like Jones New York and Liz Claiborne.
5	5331	2004	Target has long teamed up with high-end designers to create lower priced lines for its stores. The store has also had great success turning completely unknown brands into hits.
6	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. A few other specialty retailers, such as Talbot's Inc., have successfully homed in on the baby-boomer woman. The Chico's look, built mostly around wash-and-wear fabrics, is loose and colorful. Prices are moderate, ranging from $20 to $150. While there is a marketing emphasis on new items, the basics are meant to be mixed and matched season after season.
7	5621	2001	Charming Shoppes Inc. specializes in plus-size fashion brands. The company recently acquired Lane Bryant line. Prior to the acquisition, about 57% of its revenue came from plus sizes; now it is at 72%. Its Lane Bryant customers are the trendiest with a target of females ages 18-54 with income between $40,000 and $75,000, with clothes similar to those of Express or Victoria's Secret. Its Fashion Bug/Fashion Bug Plus features more moderately priced retail with about half being dedicated to plus sizes. Catherine's Plus Sizes sells moderately priced career and casual wear to an older target group of customers.
8	5699	2003	Aeropostale, a teen clothing store, sells more conservative-type clothing. "The company's focus–T-shirts, flip flops, shorts and polos–has a broad appeal. The company sounds proud to say it's a fashion follower rather than a leader."
9	5731	1985	Circuit City claims it has one of the largest selections of brand-name products around.
10	5812	1991	Burger King has a Kids Club with 2.7 million members, which publishes six newsletters. Kids also get iron-on T-shirt logos and activity booklets.
11	5942	1991	Book-of-the-Month Club started a children's book club last year, bringing its number of clubs to eight. The trend is toward specialization (ex: History Book Club).
12	6211	2004	Barclays Global Investors, with its exchange-traded funds, has emerged from obscurity with a lineup of 97 exchange-traded funds, catapulting itself into the ranks of the largest and fastest-growing mutual-fund companies. Mutual-fund assets under management have grown from $2 billion to $87 billion, nearly half of the U.S. exchange-traded fund marketplace and the company has attracted investors to its iShares brand of ETFs.
13	6289	2002	Subscribers to data provided by TotalView get to see who is providing the quotes and orders at the top five price levels. This product is extremely bandwidth-intensive.
14	7372	2003	Microsoft will be announcing its strategy to boost corporate computer efficiency. 150 crack Microsoft designers worked in stealth for two years on software aimed at putting more intelligence inside servers and applications to let systems work faster. Next month some 4,000 Microsoft people will begin building applications for the new server.
15	7800	2004	Disney's Dream Desk PC is loaded with Disney content and parental controls, ensured to both entice and reassure parents. The computer comes with a built-in Internet-filtering software that gives parents complete control over what their children have access to from the moment they switch it on. Disney contracted with Medion AG, a German electronics maker, to produce the hardware and handle the distribution of the product. The relatively powerful off-the-shelf system comes with a 2.6GHz Intel Celeron D processor and a 40 gigabyte hard drive running Microsoft Windows XP.
16	7832		AMC's Fukuoka 13 is the largest theater in Japan, both in size and number of screens` AMC's high market share in Fukuoka shows that this theater is clearly the theater of preference, even without its proper allocation of product.

<< Return to Use Steps