End Users

End-users are your final customers—they use the product or service for themselves. The price they pay must pay for everything that happens in the distribution chain. The profits of the suppliers, producing and marketing organizations, and resellers all depend on whether the end-user purchases the product or service and at what price.

In any marketing situation, knowledge of the end-users is absolutely crucial, even if you do not sell to them directly. DuPont, for example, has had many successful products such as Stainmaster® carpet fiber and Teflon® coating because of its attention to the needs of the end-user—even though it does not sell directly to that final customer.

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