Final Customer Purchasing from the Producer of the Product

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.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will be available and delivered as promised

No.	SIC	Year	Note
1	100	1989	Boswell cotton delivers even better than what you buy. Big mill owners will pay extra for uniform quality in large quantities because there are fewer costly adjustments of equipment.
2	2300	2001	OshKosh B'Gosh is a trusted family brand that families will choose during tight economic times. OshKosh B'Gosh can use its recognizable brand name for other products and non-apparel goods.
3	3576	2000	Juniper's CEO states "We allow our customers the ability to scale and meet Internet (traffic) demand rapidly and reliably. We serve the MCI WorldCom's, the Cable and Wirelesses, because they value scale and reliability."
4	4800	2003	Verizon offers its customers a Worry Free Guarantee which has several features. The first feature is participation in the largest nationwide wireless network.
5	7011	2000	Marriott, the food-service and lodging company, uses efficient systems for cooking dishes in all its restaurants in an effort to deliver a consistent product and service. The company also introduced a guide that set out 66 steps for cleaning a hotel in less than a half-hour. The company has also long embraced hands-on management, listening directly to customers and employees as well as paying attention to minute details.
6	8059	2001	Sunrise's marketing focus isn't the elderly themselves but their grown children. The target customer is a 45-to-64-year-old eldest daughter who is deciding how to care for an octogenarian parent. Many Sunrise buildings resemble sprawling Victorian mansions, with curving staircases. They have hair salons, libraries and small kitchens in rooms, whose doors have locks for privacy. To avoid an institutional feel, handrails in hallways look like molding. Signature touches include ice-cream parlors with jukeboxes that play Sinatra and exhibits of antique wedding dresses to stimulate memories.

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