Multiple Costs

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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
d. Savings of potential product vs. current solution
2. Savings on customer building block costs
d. Multiple costs

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	6211	2004	Investors who buy ETFs as part of an asset-allocation program can face hefty fees. A.G. Edwards, for instance, charges 1.25% to 2.25% of assets for its ETF-based Allocation Advisors program.
2	5731	2000	The super sized specialty retailers, like Circuit City, originally attracted their customers with very deep inventory and low prices. Now, they are under pressure from the mass merchants like Wal-Mart and from direct sellers like Gateway and Dell.
3	5541	2002	Oil companies contend that while some drivers will go out of their way to save a little money, most will pick a station because it is convenient.
4	5331	2000	SuperTarget's focus is on service and variety while Wal-Mart and Kmart focus on low prices.