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.

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

Caring or committed to community

Contribute to socially responsible causes

No. SIC Year Note
1 2000 1987 Actor Paul Newman who markets spaghetti sauce, popcorn and salad dressings expects to top $30 million in sales this year. May be due to celebrity status, or fact that profits from the brands go to charity.
2 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.
3 2800 1990 Body Shop only uses natural ingredients in its products, doesn't use animals for lab testing, and publicly supports causes such as saving whales.
4 3021 2004 Nike Inc. gave $1 million to the Lance Armstrong Foundation for cancer research and produced bracelets in the same color as the biker's Tour de France jersey to sell on the foundation's website for $1 each. They hoped the Wear Yellow Live Strong campaign would raise $5 million, and it has pulled in four times that amount in online sales alone.

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