Install, Prepare or Maintain Product

A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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:

B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
a. Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
2. Segments where delays are due to steps a customer must take. Segment must:
d. Install, prepare or maintain product

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	4812	2004	Cell phone customers already can receive ESPN services on the phones of most major wireless carriers. ESPN said it will offer phones that are sports-centric, meaning they won't require multiple clicks to get sports information.
2	6000	2004	Employers are cutting costs and easing management of non-banked employees through prepaid cards that allow employees to access paychecks, cash bonuses and flexible spending accounts, even insurance payouts. This cuts administrative, processing and distribution costs significantly. U-Haul will save a half a million dollars a year by moving away from paper paychecks. The cards offer convenience and security if lost or stolen. The cards target the "unbanked" population that includes students, part-time or low-income workers, about 14.2 million households. .
3	6000	2000	Online bill pay is becoming increasingly popular among customers because now they can get all of their bills sent in digital form to their computers. Originally the online bill service meant sitting in front of the computer with paper bills and typing in the information to make payments. Now, consumers who sign up for one of the bill payment services can respond to an e-mail and send off payments with a few mouse clicks. This convenience in service has boosted the number of people who pay their bills online to 6.3 million, up from 2.6 million a year ago.
4	7375	2001	Microsoft is showing progress in winning users from AOL and other Internet access services. The company is investing heavily in Internet properties. The .Net initiative aims to tie applications such as the Windows operating system and personal productivity software to Web services. The Passport technology identifies web users to Internet services by storing personal information to facilitate e-commerce.
5	5900	2004	The best feature of MSN music is that you can access the store without first downloading or switching to Windows Media Player software. That's because, unlike iTunes, Microsoft's new store is available in Web version, accessible from a standard Web browser. The Web version isn't as slick as the jukebox software, but it's a quick an easy way to shop for music.
6	7375	1999	AOL has captured over 19 million subscribers to its service by focusing on average customers and the simplicity that they want. AOL has simplified its services by offering e-mail, chat, and instant messaging in one convenient easy to use software program.
7	7378	1988	A systems integrator can help by buying hardware and software and writing customized software necessary to make the pieces fit. For customers one advantage is speed, a systems integrator can solve problems quicker than in-house employees.
8	200	1986	The beef retail trade has begun to introduce precooked fresh meats that can be finished in minutes in a microwave oven.