Similar Product from a Different Company

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.

3. Intellectual:

A. Knowledge of company and company product
2. Familiarity with specific product
b. Customer segment uses a similar product:
1. Similar product from a different company

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5411	1997	Stores with extensive knowledge of individual buying habits encourage customers to try competing brands.
2	6141	2004	In August of 2004, Target Corp. received approval from the state of Utah and federal regulators to open a bank that will allow it to offer credit cards to its small business customers. Currently, Target can only offer credit cards to individual customers through its South Dakota-based Target National Bank. In 2003, credit cards contributed only 18% of its operating income.
3	4841	2003	Comcast plans to improve its own cable modem service and offer premium Web content.
4	5251	2000	After Home Depot's success had spawned many imitators that tried but failed to duplicate its formula, the giant chain now finds itself in the unfamiliar position of chasing after a copycat. It's making a big push into home appliances, about 45 years after Lowe's, the industry's No. 2 retailer, started hawking washing machines and refrigerators in small-town stores.