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
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Company will maintain consistent presence in market

No.	SIC	Year	Note
1	5311	2001	In response to intensified competition for the business of middle-class Americans, department and chain stores are working to improve offerings and capture more of their clientele’s money from specialty shop rivals. Sears has tried to promote its "softer side" but is now returning its focus to tools, hardware and home appliances. The company has refined its offerings and eliminated apparel and accessory labels that weren't selling well in favor of one brand.
2	5411	2001	Wild Oats Markets lacked the same strong, centralized training and incentive programs of its competitor, Whole Foods Markets. Wild Oats confused its consumers with its inconsistency.
3	5600	2004	As a brand, Louis Vuitton is very disciplined. While they opened 18 new stores in 2003, they maintain control, while others may have found new outlets, sources of distribution and price points while sacrificing quality.
4	5944	2003	Helzberg Diamonds stopped selling cheap bubble watches to confirm its reputation as a fine diamond store.
5	6512	2004	Coventry Mall, located in Pottstown, Pa., has undergone a number of changes to try and increase its value. A food court was installed and stores were encouraged to spruce up their visuals to make visitors feel like they were in a higher-class mall. Faltering stores were forced out, sometimes by bringing in a more successful competitor right next door. Getting undesirable tenants out is more important than physical renovations. While the mall doesn't look much different from a few years ago, shoppers are spending more. Vacancies are 6%, while sales per square foot are $330, above the national average, from $240 before the make-over.
6	7370	1999	The San Francisco advertising firm of Goldberg Moser O'Neill recently encouraged two clients – Brodia, an online-shopping service, and PlaceWare, a Web-conference site – to drop the "dot-com" suffix in their company logos.

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