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.

B. Needs to avoid sources of anxiety

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

A piece of equipment or product – a specific product apart from the company or process

Segment that will accept a guarantee

No. SIC Year Note
1 2911 1989 Amoco will pay customers' repair bills if, after using Amoco Ultimate, their cars' fuel systems are damaged within the first 75,000 miles.
2 3571 1990 Dell will add another year of on-site service to the standard one-year warranty on its 286 model for $179.
3 3571 2002 Neoware's main clients include retailers like Hollywood Entertainment, Wal-Mart Stores and Circuit City, and also call centers nation wide. The thin clients reduce software piracy since only the administrator has access to software from the server. Security is also tighter since the administrator can limit users access to the web and their ability to download files containing viruses.
4 3571 2003 Hewlett-Packard's d530 model is aimed at large corporate users. Prices will start at $749. The d530 features more memory and disk space than most PCs. HP has also beefed up security and high-performance components.
5 3571 2004 Desktop PCs are all built from the same components; companies rely on service and support to distinguish themselves in a highly competitive field. Most companies offer extended warranties and consumers value premium software support to optimize their usage.
6 3579 1987 Xerox offers a three-year warranty on its 1012 model. "That's 12 times longer than the competition's best – just three months." 1012 is more reliable: has a less complicated paper path for less jams, simple dual cartridge system you can change yourself.
7 3674 1986 Integrated has invented new "smart power chip" which will store enough power when a computer is automatically shut down to save the contents of the computer's memory.
8 3699 2002 Sony advises customers to register in order to get a full year of support. Without registering, the customer still receives 90 days of support.
9 3711 1988 Once you pay for a covered repair with Ford dealers, it's guaranteed with free parts and free labor for life.
10 3711 1988 Carmakers are expanding their mechanical warranties. GM and Ford charge $100 per visit after one year or 12,000 miles. Chrysler charges $100 for engine and transmission work per visit after one year or 12,000 miles.
11 3800 1990 The Automatic Hearing Aid has a lifetime warranty on its power cell and charging unit.
12 4513 2000 Airborne started having problems in 1997 as e-mail became popular (cutting overnight shipments down) and rivals began targeting Airborne's weaknesses. The U.S. Postal Service hurt FedEx and UPS by adding delivery confirmation for its Priority Mail service.

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