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:

No. SIC Year Note
1 2082 2000 While Corona enjoys support from Mexican-Americans, only about a fifth of its drinkers are Hispanic. The rest are American mainstream drinkers drawn in part by a marketing effort that on TV and radio portrays an idyllic, sunny Mexico.
2 2389 2003 Nautica has been experiencing bad times since 1997. Styles have changed from the preppy look to a more urban look with designers like FUBU, Phat Farm, and Sean John.
3 3089 1996 There was resistance with Rubbermaid's U.S. manufacturers to tailoring products to foreign markets, despite cultural differences. Most Americans like house wares in neutral blues or almond colors, but Europeans prefer red and the Dutch want white.
4 4832 1986 In 1986, two years after acquiring KPWR-FM (Power 106), Los Angeles, the company reprogrammed Power 106 with a new Dance/Contemporary Hit format, targeting the young white, Hispanic and African American audience. The station quickly went from worst to first.
5 5812 2000 The Olive Garden Italian restaurant chain has had 23 straight quarters of same store sales growth. That's due to the chain's focus on bringing authentic Italian dishes to U.S. consumers. In 1999, Olive Garden opened a restaurant in Italy. It is used to come up with dishes to add to its U.S. menu. It also opened a culinary institute where staff can learn more about Italian cooking.

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