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 and appearance: Trendy:

No. SIC Year Note
1 3571 2000 Apple Computers' CEO uses the company's computers as artistic mediums, producing the most fashionable, stylish, and artistic computers in the world. These innovations of Apple's designs spread into the rest of the PC market, affecting the products of more standardized companies like Dell and Compaq.
2 3571 2000 Apple has revolutionized product design with the iMac's exciting colors and contours. Apple has come out with a see-through plastic keyboard and a sleek mouse. Apple also unveiled their new 8-inch power cube.
3 3999 1990 Alessi's kitchen utensils sell on image and design more than function. Form beats function. They're designed by artists, and are now found in museums.
4 6512 2003 While corporations, especially ones in financial straits, have been hitting the brakes on artwork during these tough economic times, office landlords increasingly are picking up the slack. Art consultants from New York to San Francisco report that business is brisk among office-building owners and property managers looking to acquire art to display in building lobbies and exteriors. Landlords are finding it important to distinguish their buildings from one another. But instead of buying the art, a growing number of commercial landlords are leasing it. Such leases, which typically run for three years, cost about 20% of the price of purchasing such works. The cost of leasing art is not only tax deductible as a business expense, but can be passed along to tenants as part of the operating costs for the common areas of the building.

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