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.

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Knowledge: Add knowledge

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Relative benefits: Help customers understand the unique benefits of your product

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Warnings and advice

No.	Year	SIC	Note
1	2003	0	Traditional channels developed for shoppers that researched and made purchases from the same vendor. Strategies were derived from market segmentation and were highly effective until recently. A channel designed for busy and affluent customers would charge more but add more services and perks to lure in these shoppers. Merrill Lynch experienced this first hand as their focus groups, which consisted of older, affluent customers, initially rejected online trading. When they began trading online, full-service customers took advantage of the advice and research but made their trades elsewhere, cutting into the investment firm's profitability.
2	2002	5411	The well-established bricks-and-mortar stores have some clear advantages over upstart Webvan: They already have infrastructure, mass purchasing power, name-brand recognition and a huge customer base.
3	2001	5611	Brooks Brothers suffered during the casual dress movement of the 1990's. Its reputation as an expensive, stuffy Ivy Leaguers' store could not be eradicated even by newer, sharper merchandise.
4	2003	5651	Store brands go way upscale as designer items lose cachet. Consumers are demanding the best possible value and aren't dazzled by traditional name brands anymore, nearly 61% of consumers said high-end apparel logos and labels are less important to them now.

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