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:
Unusual capability or achievement:

No. SIC Year Note
1 1521 1990 Kaufman earlier gained market share by sprucing up its products with small but noticeable touches such as tile roofs, vaulted ceilings and stone masonry, without raising prices.
2 1521 2000 More Americans are wealthier than ever before and are eager to move into homes with hardwood floors, vaulted ceilings and marble countertops. This makes it easier for Toll Brothers Inc. to sell their homes to these baby boomers in their prime earning years.
3 3100 2001 Coach uses all-leather designs for its handbags in a wide variety of colors.
4 3571 2003 Falcon Northwest has carved out a lucrative niche selling super-fast personal computers tricked out with custom paint jobs, to video-game fanatics who don't mind paying top dollar. The company has been building custom PCs relatively unchallenged. Sales have been up about 30% in each of the past two years.
5 3711 1998 Lexus is back in gear. Its products, once criticized as bland, have a new spark, with stronger engines and more feel of the road for the driver. The new GS sedans launched a year ago are more aggressively styled.
6 3711 2002 To bring attention to its new eye-catching Cadillac, GM is spending about $150 million this year on the brand, a 50% increase since 2001. The newest TV commercials feature a high-energy Led Zeppelin song and the new CTS sedans are being given to celebrities to test drive for six months as a way to "make Cadillac cool again."
7 3711 2002 The Cadillac CTS is the most distinct of the new lower-end luxury vehicles, with Cadillac's modern, angular, and edgy Art & Science design.
8 3711 2003 BMW unveiled the Phantom in January, it has a price tag of $320,000. The car features BMW touches, a V12 engine and can do 0 to 60 in 5.7 seconds. Analysts estimate BMW spent $250 million to buy the brand, build the plant, and develop the car. The company hopes to aim for sales of 1,000 Phantoms a year once the Goodwood plant reaches full production.
9 3900 2000 Pleasant Rowland in 1985 had a division for new kind of doll. They issued a series of girl characters each based in a historical period with expressive faces and high quality, historically accurate accessories. Each doll cost $84, six times the price of a Barbie. The initial product concepts developed in the course of a single weekend, and on a $1 million investment, went to market in the fall of 1986. During the first three months of operation the Pleasant Company achieved $1.7 million in sales, in 2000 the company was sold to Mattel for $700 million.
10 5812 1997 KFC is adding to its family-friendly offerings by ramping up its Kids Meal marketing efforts with a promotional tie-in to Columbia Tristar's Extreme Ghostbusters syndicated TV series.
11 7299 2005 Under North Castle Partners, Elizabeth Arden underwent makeovers of both the décor and business plan. The spas were redone to look more modern. They shifted focus from hair to selling more-profitable salon services, selling gift certificates, targeting men who are more likely to spend, centralizing booking online and offering a frequent-flier like rewards program.

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