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.
B. Physical state of the location where the product is purchased or used
Dimensions available at locations where the segment carries, stores or uses the product
|1||2086||2004||For convenience, Pepsi and Coca-Cola are packaging drinks in smaller boxes that fit into refrigerators more easily. In addition, an 8 ounce drink is aimed at younger and older consumers who want smaller portions.|
|2||2519||2005||Furniture is shrinking. The main problem Drexel Heritage had was huge furniture. Younger homeowners moving into smaller, older, renovated houses and senior citizens moving into condos have pushed the downsizing trend.|
|3||2800||1991||One Unlimited Perfume changes forms to act as a fragrance, moisturizer, bath oil and body oil. It is designed to save space in a suitcase.|
|4||3571||1989||Zenith, Toshiba, Tandy, and NEC all have introduced portables that weigh approximately the same and that are called notebooks, notepads, palmtops. Names emphasize their smallness and lightness.|
|5||3711||1999||Struggling with slimmer profit margins and overcapacity in the light-truck market, auto makers are rushing to craft new strategies. The most eye-catching shift in the truck market will be the onslaught of sport-utility pickups, and light-duty pickups with four car-like doors.|
|6||4512||2004||American Airlines announced it will drop its "More Room Throughout Coach" program completely. The legroom on 737s, 767s, 777s and MD80s will drop from a pitch of 33 to 35 inches to the 31 to 32 inches American has in its 757s and A300s. By contrast, Midwest's Signature Service has 33 to 34 inches of pitch in its MD80s, but the seats are not low-fare. JetBlue's low-fare A320 seats have 34 inches of pitch in rows 11 and higher. Frontier's A319s have 33-inch pitch seats. United's new "ps" flights between New York and Los Angeles or San Francisco offer 34-inch pitch in coach but narrow, 757-width seats.|
|7||5812||1994||In-N-Out has in recent years added indoor seating to attract more of a family crowd.|
<<Return to Use Steps