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.

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

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 relationships

   2. Limitations set by time

   3. ECONOMIC LIMITATIONS: Segment customers according to the limitations set by their economic interests and concerns

      1. Spending power of current or potential segments. Examples>>

      2. Segment's approaches to limit on spending

         1. Segments with preferences for periodic or one time payment. Examples>>

         2. Segments who might face psychological spending limits. Examples>>

         3. Customer segments with preferences for price point alternatives to the present product

            1. Higher price point Examples>>

            2. Lower price point Examples>>

            3. Both higher and lower price points Examples>>

      3. Potential improvement in income of current customers

         1. Customer segments whose revenues could increase if the supplier:

            1. Introduced additional products for the segment to sell. Examples>>

            2. Offered the segment access to new customer relationships controlled by the supplier. Examples>>

            3. Taught the segment how to sell more effectively. Examples>>

            4. Limited competition for the segment. Examples>>

         2. Customer segments whose costs could decrease if the supplier:

            1. Paid for some costs of the segment. Examples>>

            2. Created an organization of segment memers to save costs. Examples>>

            3. Offered the segment use of the operational infrastructure controlled by the supplier. Examples>>

            4. Taught the segment how to reduce costs. Examples>>

      4. Savings of potential product vs. current solution

         1. Level of savings over the current product cost system. Examples>>

         2. Savings on customer building block costs

            1. People costs Examples>>

            2. Purchases costs Examples>>

            3. Capital costs Examples>>

            4. Multiple costs Examples>>

         3. Savings from the creation of economies of scale for customer segments who incur costs at levels above those of currently available through economies of scale. Examples>>

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