Final Customer Buying 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.
1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.
A. Physical state of the individual customer: Segments of the general customer population may have different characteristics of sizes and of their ability or disability.
2. Ability/Disability: Segment customers according to the customer's ability or difficulty in physically using the product
Precision of Movement
|1||3421||2002||Gillette has introduced a high-priced disposable razor that melds features from its Sensor line of refillable cartridge razors with the third blade of its popular Mach 3 and Venus shavers.|
|2||3571||1987||Herzog has designed a new keyboard that shifts the lower left keys much further to the left. That allows the left hand to glide toward the center of the keyboard instead of stretching outward, a harmful motion that may cause carpal tunnel syndrome.|
|3||3571||2002||Palm's Tungsten T handheld features a compact design and an ultra sharp display. It is meant to be easily operated with just one hand-another thing that separates it from PocketPCs.|
|4||3651||2002||Apple has several new models of its iPod, with a 10-GB model priced at $400 and a 20-GB model costing $500. And new touch-wheel controller enabled Apple to make the 10-GB iPod slightly thinner than the original.|
|5||3711||1987||Votan developed speech-recognition technology. In cars, these act as a safety feature–providing control of accessories without affecting the driver's visual concentration on traffic.|
|6||3711||2004||In Detroit, U.S. car makers tend to focus on adding features that appeal to younger buyers, hewing to an old maxim that it's better to try to sell an old man a young man's car than the other way around. Ford Motor Co. has developed a "third age" full-body jumpsuit that designers wear to better understand the physical limitations of old age. The result of testing with the suit is a product like the Ford Five Hundred sedan.|
|7||3827||2001||The new curved Enigma lens is designed to maintain 13 to 14 millimeters of distance from the eyeball throughout the whole lens, as opposed to conventional lenses, whose distance grows towards the periphery. This design improves overall scope of vision as well as increases peripheral vision.|
|8||3861||1990||Canon's 35-mm has a curvaceous new casing. It has a padded hand strap to let people shoot one-handed.|
|9||3949||2001||In 1991, Callaway Golf created "Big Bertha," a large, popular golf club. The club had a simple two-point marketing strategy: that most golfers are not expert, but average, and that these golfers would then be better suited to such a large club as "Big Bertha". Callaway's straightforward and streamlined marketing campaigns have made Callaway the number one maker of irons, drives, and putters in the world.|
|10||3949||2001||The U.S. Golf Association doesn't allow use of Callaway's ERC II driver, but the ban doesn't hurt Callaway very much. The new ERC II is so powerful that you don't have to hit the ball squarely to get good distance.|
|11||7999||2003||Technological innovations in skiing, such as wider and shorter skis, have made skiing easier and kept Boomers on the mountain far longer than the previous generation.|
|12||8062||1988||IBM and U.C. Davis are developing robot to assist surgeons in hip operations. Unless the prosthesis for a hip is fitted precisely to a matching cavity in the bone, the new hip can be a fragile substitute for the real thing.|
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