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 the society. They want to be a part of a group that has:
Distinctive style or appearance: Trendy:
|1||3149||2001||Skechers is a shoe company that designs and markets for 12-25 year-olds. However, fashionable 30-40 year-olds have been wearing them as well as adolescents.|
|2||7011||2001||Traditionally conservative hotels, like Marriott are trying to appeal to customers pulled in by trendy boutique hotels. Marriott is giving its Renaissance chain a chic facelift. It is the first major U.S. brand to attempt such dramatic changes. Staid hotels have lost out on the booming market for hip and high-priced boutique hotels like Starwood's W hotels and the Mondrian in LA. These rooms run about 30% higher profit margins than regular luxury hotels. However, the traditional chains may risk alienating their conservative customer base who may feel out of place in the more untraditional environment.|
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