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. Risk in relationship: The customer segment needs reassurance it can trust
Company capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
Size, speed and power
|1||3571||2002||IBM has become the ultimate one stop shop for IT and still commands 6% of the PC market. IBM abandoned consumer PCs in 1999 because no matter how good its products, it couldn’t seem to earn money. Now the company sells PCs solely to businesses as part of big package deals. The company's Think Solutions campaign includes applications that allow users to carry laptops between wired and wireless networks without having to fiddle with internal settings. Another program continually duplicates everything a user's doing on his PC to a special area on the hard drive.|
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