Final Customer Purchasing 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.

C.
Experience: Enhance the experience the customer has with the product

2 . Associate the company or the product with an image to increase customer pleasure in using the product

C.
Project an image of the values of the firm

No.	SIC	Year	Note
1	0000	2004	Nike and Starbucks use sponsorships and community programs to link their brands with specific groups of customers. Starbucks enjoys increased sales on event days and Nike's Live Strong bracelets generate good will for the company which targets 3% of its annual pretax earnings for philanthropic giving.
2	100	1989	Boswell cotton delivers even better than what you buy. Big mill owners will pay extra for uniform quality in large quantity because there are fewer costly adjustments of equipment.
3	2000	2001	Green Mountain Coffee Roasters preserves its charitable image by donating 5% of its pretax profits to "socially responsible" causes. For example, the company funded the startup of 100 small-scale farmers in a cooperative in Sumatra, Indonesia. This contribution increased the farm's production nearly six times and the 18% of its Arabica beans produced go to Green Mountain. Arabica beans are pricier and higher quality than the more common Robusta beans.
4	3576	2000	Other Freebie ISPs are popping up splitting the audience into affinity groups. People get free service and a sense of belonging. For devout Christians there's Onfaith.com, which comes with a strong content filter barring links to certain sites.
5	4481	1993	Carnival renovated a 37-yr-old ship to cater to Latin Americans. Only Spanish and Portuguese are spoken on the ship, and Latin American food, music and entertainment are offered.
6	5711	1999	Ford and GM are waging a battle to win over consumers in Europe. Unlike in America, Europeans most cope with chronic highway congestion and fuel prices as high as $5 a gallon. The exterior of European cars are getting smaller as carmakers are being pressed to "go green." DaimlerChrysler grabbed attention with its tiny SMART car but sales fell short of expectations.
7	7372	2004	Sony and its Play Station used a different strategy to challenge market leader Nintendo, the largest, and Sega, in the computer game industry. Sony decided to go after an entirely different segment of the market. It targeted an older generation of gamers.

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