Final Customer Purchasing from the Product Producer
Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.
Emotional: Segment customers according to the personal emotional needs of the segment.
A. Needs for comfort and status
Status thorugh the recognition of customer's individual needs for product
|1||200||1987||Embrex has a prototype machine that can vaccinate 25,000 birds an hour: it vaccinates the eggs rather than hatched birds. This protects chicks at an earlier stage of development.|
|2||1521||2004||Since instituting new customer care procedures and more careful contractor training programs two years ago, KB Home homebuilder's warranty claims are down 90%, while lawsuits and legal expenses have fallen 20%, even though the company is building 25% more homes.|
|3||2813||2004||Air Liquide, the French producer of industrial gases found a way to produce gasses in small plants on-site at customers' factories. Staff is stationed permanently at client sites -putting them in a prime position to help customers improve operating efficiency and increase output quality. These teams are given greater autonomy and able to act on new opportunities. These high-margin services constitute about 25% of Air Liquide's revenues.|
|4||3571||2001||Compaq is selling installation and support services to companies that want to connect workers with mobile devices to their corporate computer system.|
|5||6211||2001||Online brokers are rolling out advanced new tools for trading and tracking stocks, appealing to both trading pros and regular investors. A new feature is the ability to place conditional orders. Schwab offers this service in which an investor can program|
|6||7372||1987||Part of Bookshelf's appeal is that it will work with any of 14 word-processing programs on IBM or compatible PCs.|
|7||7999||1998||Snow making used to be a tool to paint a mountain white. It guaranteed a base,. Management figured people would ski on anything, every goopy, icy stuff. But if skiing were to have mass appeal, it would have to be good quality. The American Skiing Company can challenge customers but their comfort level should not be exceeded. The company offers a thrill in snowboarding and skiing. By developing better equipment and techniques they can control ride quality with the quality of the snow from top to bottom of the mountain.|
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