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.
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: Emotional:
Considerate of others' needs relative to: Economic well being
|Unilever, the world's largest ice-cream-maker is paying $236 million to acquire Ben & Jerry's. Ben & Jerry's will continue manufacturing exclusively in Vermont, paying a premium for milk from the state's dairy farmers.
|Renfro Corp. is one of the largest sock companies in the world. The company makes more than a million pairs a day with more than 4,500 workers from North Carolina to Mexico and Turkey. The company plans to add China to its production empire. However the China operation will not ship as many socks as the operations in America because of the curb the Bush Administration put on Chinese socks. The campaign for the restrictions is led by Alabama Footwear Inc. Several industry associations have split between outsourcing multinationals and the suppliers who work is being outsourced.
|Club Corp. scores points with some executives because it tries to discourage discrimination. The company likes to get blacks, Jews, women, and people in their 30s to serve on boards.
|Most imported shrimp is farmed, while most U.S. shrimp is wild. Some people say that wild shrimp or domestically farmed shrimp are better because of the belief that farming practices in developing countries damage coastal ecosystems. Domestic suppliers play on this image. Shrimp importers strongly dispute this.
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