Final Customer Buying from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

2. Status in the community

Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance: Trendy:
Independent/irreverent

No.	SIC	Year	Note
1	2082	2000	The St. Louis brewer, Anheuser, is also test-marketing Rhumba, a citrus-tasting beer in a clear bottle, in a few Florida markets. Rhumba's Cuban dance name, its taste and a label claiming a "natural flavor of Caribbean rum" are all aimed at reminding customers of island fun.
2	2082	2000	U.S. and foreign brewers are pushing newer Latin imports and some U.S. brewed look-alikes in hopes of repeating the kind of rocketing growth Corona made. Anheuser-Busch came out with a new tequila-and-lime beer called Tequiza.
3	2082	2003	The Samuel Adams beer brand part of the Boston Brewing Co. is the best-selling brand. However it is not attracting new customers. For young male drinkers, Sam Adams is the brand their fathers drink, so they turn to more recent creations such as Fat Tire, Magic Hat, Stella Artois and even ancient domestic brands like Yuengling and Pabst.
4	2086	2005	Coke has marketed PowerAde as the "insurgent" brand and uses bold colors and flashy graphics. Gatorade has 80% of the market share while PowerAde has 17%.
5	2300	1997	Levi's campaign, which broke in summer of 1997, was targeted at 15 to 25 year olds. The ads were built around Levi's: originality, independence and Levi's as an American icon.
6	2711	2002	New newspapers RedEye and Red Streak are trying to ensnare the 18 to 34 year old crowd. Readers awoke to the RedEye teasing on its cover stories on Oprah Winfrey, the Bachelor and Iraq. The Red Streak featured on its cover the shoplifting trial of actress Winona Ryder, Sarah Jessica Parker and the latest on the sniper case. Both papers, which cost 25 cents are being offered free for a limited period.
7	3571	1990	Apple relied for years on an "image" marketing campaign instead of making direct comparisons with rival machines.
8	3661	2002	Virgin Mobile U.S.A. has a youth focused wireless plan. It is available only through two phones made by Kyocera and the phones are named Party Animal and Super Model costing $99 and $129 respectively.
9	3751	2002	The average salary of a Harley Davidson customer is $78,000-a-year. The typical cost of a Harley Davidson motorcycle is $16,000. Despite its niche market, Harley Davidson motorcycles continually rank among America's top ten most recognizable brands.
10	3999	1995	Adolph Coors uses its Web site to imbue its Zima malt drink with a cult-like aura, inviting visitors to receive T-shirts and caps, and penning a serialized story featuring Zima-loving characters.
11	7011	2001	Starwood's new W hotels wouldn't compete on price. They'd target hip, upscale business and leisure travelers with full-service hotels in big cities like Boston, New York and LA. "The opportunity for us was to build hotels with attitude." The chain would feature stylish bars and restaurants, comfy rooms with fast Net access and other goodies. W mostly rehabs old hotels and targets pricing at $30 or $40 more a night than Marriott.

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