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: Demanding of exclusivity. Segment wants a look few others have:
In leisure pursuits
|1||2084||1987||Chalone's marketing strategy is built on snob appeal. About 60% of Chalone's wine is sold in restaurants, 15% in mail order sales, and 25% in retail stores with prices as high as $28 a bottle.|
|2||3089||2001||A new technology allows Brunswick to print images and designs on bowling balls. The Viz-A-Balls run at about $140 for plastic, up from $80 for typical balls.|
|3||3751||1994||Cannondale took bikes overseas to sell into the Japanese market; targeting consumers that like the status and image of high-end American mountain bikes.|
|4||7011||2001||Furniture in all seven of Amsterdam Hospitality's hotels is provided by GoodmanCharlton, a company whose furniture line adorns the homes of celebrities like Madonna, Nicholas Cage, and Jack Nicholson.|
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