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

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

Segment's approaches to limit on spending
Customer segments with preferences for price point alternatives to the present product
Lower price point

With less Convenience

No.	SIC	Year	Note
1	0	1992	Consumers are willing to sacrifice helpful salespeople, alterations and home deliveries for lower prices.
2	4724	2002	Airlines were looking to wiggle out of paying airline commissions to travel agents. Therefore they jointly created Orbitz LLC. It sells plane tickets directly to consumers, cutting travel agents out of the loop.
3	4724	2002	Many consumers go to the branded hotel company web sites first, but still end up buying from the intermediaries because the prices are lower.
4	5399	2004	Discount retailers have benefited from the shaky economy in recent years, enjoying a steady rise in same-store sales gains and net annual sales. Regardless of the economy, one channel continues to drive growth: warehouse sales. The clubs typically require shoppers to pay an annual membership fee before they can stock up on bulk-packaged goods in a no-frills warehouse. Wal-Mart's keeping a strong presence in the field with Sam's Club.
5	5699	2002	TJX Cos. runs off-price clothing chains such as T.J. Maxx and Marshalls. TJX keeps its 1,522 U.S. stores stocked with close-out merchandise bought from other retailers.
6	5712	2000	Petaluma's Scandinavian Designs, which sells ready to assemble furniture in styles similar to Ikea stands to lose the most. Scandinavian Designs offers more hands on service and slightly more upscale furniture than Ikea.
7	5900	2003	The stores that were once merely peddlers of others' brands are now increasingly stocking their own products, to which consumers are responding well. 7-Eleven is looking to introduce its own new brand of beer.
8	6211	2002	Investment firms are shifting their approach to smaller accounts in an effort to cut costs. Many investors have been switched to call centers instead of an individual broker. Prudential shifts accounts of less than $25,000 to call centers. In some cases, this shift may improve customer service and expertise and drive down fees as they were largely ignored by individual brokers.
9	6531	2002	Both zipRealty and eRealty say they can afford to charge lower commissions because they automate many services traditionally performed by an agent, such as notifying home buyers of new home listings that fit their criteria.
10	7375	2004	Google is introducing a new email service called Gmail. The free e-mail service with one gigabyte of storage will have ads down the side of the e-mail message. The ads will be determined by key words in the content of private e-mails.
11	7514	1995	National will offer new levels of discounts in Florida this spring. But now it will require travelers to reserve and pay for cars 14 days in advance and agree to a cancellation fee ranging from $25 to the entire price of the rental in order to get the bargain rates. The standard is not to impose cancellation fees.
12	7922	2002	Discount codes for tickets to the theater are mailed out to a list of potential customers in order to sell tickets to Broadway plays. This strategy is aimed at filling seats during previews or slack periods, to pump up receipts when a show is nearing mid season or if a show has received mixed reviews. At BroadwayBox.com members of the public let the site know about discount code offers they have received. BroadwayBox.com passes on the postings for free on its site and all a customer has to do is click on a show to see what is available. The site does not include reviews, articles, columnists, or photographs, but it does include free e-mail, discount alert systems, and a newsletter.

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