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

Company capability: Company capability that crosses all products

Price Leader: The company can be counted on to lead the industry in price related innovations

No. SIC Year Note
1 7375 2002 Network Appliance uses a very different approach from EMC. EMC is best known for big, high-end storage boxes that cost $1 million and above. Network Appliance sells small "filers" that cost as little as $15,000.

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