Regular Non-Expert Users

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
3. Knowledge of product technology
c. Above average – current customer. Members of the segment are:
1. Regular non-expert users

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5331	2000	Amazon.com in the four years since its launch has built a customer base of ten million and expanded its offerings from books to compact disks, videos, digital video discs, toys, consumer electronic goods, and auctions. They also allow retailers to sell their wares on their Web site through associates programs.
2	5600	2002	REI outdoor-equipment retailer recently began using in-store kiosks. The company now has 124 kiosks in its stores, allowing customers to access REI.com, REI-outlet.com, and REIAdventures.com. If customers don't see the gear they want in a store, they can go to a kiosk and browse the company's selection of 78,000 products-three times the selection of the average store. Customers also can use the kiosks to access the 45,000 pages of content on REI's Web sites-everything from backpacking 101 to how to teach kids to ride a bike. The kiosks look like desktop computers and are strategically placed in locations where customers might have questions about what sort of equipment to buy or how to use it. Customers are willing to buy more products because they can get more information about the goods and employees can use the kiosks as a resource.
3	5900	2005	REI stores have separate departments carrying gear for most outdoor activities, including camping, hiking, and skiing. Within each shop are sales associates with expertise in that particular area.
4	6531	2002	Auction portals like eBay.com are now providing home listings, often without commissions.
5	5521	2002	Shoppers are armed with research culled from auto advice Web sites like Consumer Reports, Edmunds or Kelley Blue Book as 62% of new-car buyers first consult the Internet for invoice prices, sticker prices and trade-in values.
6	5941	2002	Dick's sales reps might recommend a less expensive set of golf clubs to a customer who likes golf but doesn't want to spend $1000 on clubs that just collect dust.
7	5999	1988	More big retailers are heavily advertising "personal shoppers" and "wardrobe consultants" – services formerly extended only to a handful of clients. Customers aren't obligated to buy any merchandise.
8	7375	2001	Theglobe.com offered a free electronic bulletin board system where users could connect and find information. It offered discussion forums, chat, email, news, weather, movie and music reviews, multiplayer gaming, horoscopes and personal ads.