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.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs for comfort and status

1. Comfort through the five senses


No. SIC Year Note
1 2000 2004 Procter and Gamble's CEO believes that the company needs to market not just the product itself but the consumer's experience of the product through how it looks, smells, and feels. Three years ago P&G added a head of design to the company. For Olay Regenerist they helped with the formulation and fragrance.
2 2082 2000 Corona competitor Tequiza–which gets its name from a combination of "tequila" and "cerveza," the Spanish word for beer–also has a light taste and a clear bottle. It also features lime, an ingredient drinkers often add to Corona themselves.
3 2800 1992 According to market research, users of both BestShine and other products didn't use BestShine everywhere because of scents and packaging. So, it changed scents and packaging.
4 3571 2001 The new Palms, priced at $399 and $499 have important improvements. They are 40% thinner than Palm's first color model and have 250 times as many colors. They have a slot at the top that accepts expansion cards. The alarm system has been improved, as vibration and a blinking LED are new notification options. The new models come with Palm OS 4.0.
5 3571 2004 From Japan's SSD Co. comes XaviX game system with its own console and sports gear. It simulates sports such as tennis and baseball with special equipment. However, the XaviX system has low-resolution graphics, despite its good sounds and motion dynamics.
6 3651 2004 Apple's iPod Mini holds 1,000 songs while having the size and weight of the original. Vibrant colors, long battery life, the smaller size and a lower price will all be attractive to customers. The screen of the Mini is smaller and displays less information but has the same sound quality and software compatibility of the original product.
7 3652 2002 DVDs' next potential market is in music, giving listeners 5.1 surround sound recorded on six tracks. Just as DVD video, DVD audio can contain extras like photos, music videos, and behind-the-scenes documentaries.
8 3661 2004 James Sorenson's latest device is a videophone that works in conjunction with broadband and a large television to help deaf and hard of hearing Americans.
9 3944 2004 Sony's Dance Dance Revolution, which has been on the market for a few years, features a soft step-pad that is spread on the floor. The new DDR Extreme allows players to project their image onto a computer screen via a digicam that plugs into a USB port. The game and pad cost $60; the digicam is $50.
10 4512 1994 British Airways' first class transatlantic service now gives fliers the option of dinner on the ground in the first class lounge. Once aboard, they can slip into BA pajamas, put their heads on real pillows and sleep.
11 5812 2002 Panera stores serve sandwiches on real plates with real flatware in rooms furnished with fireplaces and upholstered couches. The locations include suburban strip malls that feature discount stores such as Wal-Mart. Panera's CEO originally conceived the comfortable stores for neighborhoods with average household incomes above $50,000 and thriving blue-collar neighborhoods.
12 7011 2005 Marriott announced it would change 628,000 beds this year with softer sheets, plusher mattresses, stylish duvets and a fresh "white look."

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