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


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 quantity because there are fewer costly adjustments of equipment.
2 3571 2001 Sun's machines have a reputation for reliability that can generate sales even when Sun systems aren't absolutely the cheapest.
3 3571 2003 The biggest complaint that Dell gets from its customers is "that they're increasingly spending money on maintaining existing systems instead of bringing new technologies into their operations." Dell's answer? "Most of our effort is in making sure their systems are updated with the best software and security."
4 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 WorldComs, the Cable and Wirelesses, because they value scale and reliability."
5 3711 1993 Volvo has chosen to emphasize safety over looks. It's known for both safety and good engineering. Its catchword is crash-worthiness. Commercials show displays of state-of-the-art safety technology and 20-year-old Volvos still on the road.
6 3711 2003 Toyota's success with U.S. customers begins with the appeal of its cars and trucks, which are prized for their quality and durability, ease of operation, and thoughtful features such as controls that are intuitive to operate. Toyota's boldest and most visible leap into the future has been hybrid vehicles. Its early move to hybrids has left American manufacturers having to rush to catch up. The newest Toyota Hybrid will be priced at $20,000.
7 3990 1990 Cannondale won't move production overseas where labor is cheaper: First, industry people say the Taiwanese plants that make frames for Trek and Specialized haven't matched Cannondale's techniques. Second, foreign customers want bikes "made in U.S."
8 4121 1987 With a "black cab" in comparison to normal taxi, the executive receives a car that is often cleaner, door-to-door service, and a guaranteed pickup, most of the time within 15 minutes of placing a telephone call.
9 4813 1993 AT&T's new commercials emphasize its close emotional link to customers. New ads introduce True Rewards plan. Plan allows customers to earn points toward frequent-flier miles, to earn cash.
10 5812 2000 The Olive Garden Italian restaurant chain has had 23 straight quarters of same store sales growth. That's due to the chain's focus on bringing authentic Italian dishes to U.S. consumers. In 1999, Olive Garden opened a restaurant in Italy. It is used to come up with dishes to add to its U.S. menu. It also opened a culinary institute where staff can learn more about Italian cooking.
11 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.

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