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.

A. Needs for comfort and status

2. Status in the community

Need for affiliation: Find segments of customers who wish to identify with a particular group in society. They want to be a part of a group that has:
Distinctive style or appearance: Trendy:
On the cutting edge

No. SIC Year Note
1 2300 1985 Esprit further set apart from the others by its design concept: a broad and constantly changing line of fashion sportswear, all executed in a variety of vivid colors and bold prints and all meant to be mixed and matched.
2 2389 2004 Quiksilver designs and produces more than a dozen apparel and sporting good lines in addition to operating a retail operation. The $1 billion lifestyle brand has expanded beyond the original board shorts to casual apparel and accessories and recently acquired DC shoes.
3 2389 2009 Coach has managed to attract younger customers with the logoed non-leather Signature collection. However, as this line gets older, there is a risk of fashion obsolescence. The brand has gained new popularity among teens and hip-hop artists. But these markets are fickle and frequently rotate from one brand to the next.
4 2522 2001 With Red's bold colors, see-through paneling and abstract designs, Herman Miller is trying to reach customers such as Seattle software developer Zombie, which is run by entrepreneurs who are too cash and time-strapped to buy traditional office furniture but too chic for stiff old-style products.
5 3143 1986 Jumping-Jack's success based on its styling, not price. In the spring of 1985, CEO noticed that girls were wearing dresses with gold and silver threads running through them. 5 months later his gold and silver Little Capezios were sellouts.
6 3143 2004 Red Wing boots are typically worn by blue collar workers such as utility linesmen and farmers. Trendy customers have discovered the label in recent years. They've become cult objects among European youth who see them as iconic American clothing like Levi jeans. Customers including members of Red Wing's working class demographic are flocking to large discount stores to buy cheaper imports from the boot maker's competitors. A steady decline of U.S. manufacturing jobs is shriveling a big slice of Red Wing's customer base. Other big names such as Timberland Co. and Wolverine World Wide Inc.'s label and U.K. based R Griggs Group's Doc Martens have pushed to become fashion brands.
7 3571 2001 Apple Computers' insistence upon secrecy to inspire intrigue in its products can hinder advertising tactics and alienate buyers.
8 3577 2002 Hewlett-Packard, the world's biggest printer maker, is getting rid of its entire multi-billion-dollar line of older, boxier consumer printers in favor of a completely revamped set of slimmer, metallic-blue and silver machines.
9 3651 2004 The iPod, with the capacity to store 10,000 songs, has radically changed the way people listen to music. Half of Apple's estimated revenue growth is to come from iPod sales ($931 million) and downloads from iTunes ($220 million). Apple's share in the portable music-player market increased from 24% to 25%. Apple uses proprietary software to prevent the usage of iPods with downloads from other music sites.
10 3827 2004 Oakley is finding that its $50-$400 styles are not only competing with sport fashion brands like closely-held Ketchum, Smith Sport Optics Inc., and Von Zipper, but also with venerable fashion houses like Gucci Group NV and Chanel SA.
11 3827 2004 Oakley released two new models in 2004, the "Dartboard" and "Why 8," thin-lensed glasses more in sync with today's eyewear trends.
12 4833 1992 HBO is producing socially conscious programs, made-for-TV movies with Hollywood-level stars, comedies with jokes that could never be told on the networks, and programs on politically charged subjects.
13 7011 2001 Most hotels, like the Ritz-Carlton and Swissotel are limiting their modernizing renovations to the more visible bars and restaurants in order to appeal to customers lost to higher-priced, trendy boutique hotels. New restaurants offer innovative drinks and are decorated in minimalist style.

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