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: Environmental
|Irvine Co. is hoping to roll out a rustic nature preserve with only a few homes. They are building 374 custom and semi-custom high-end homes slated for about half of the 1,070-acre site. They hope to create low-density "conservation communities in metropolitan areas."
|Conservatree now ranks its products to let consumers know which papers use the most de-inked fibers (informs them of the qualities of recycled papers).
|Micro Vesicular Systems is developing a paint that combines the best properties of oil and water-based paints. It's smooth like oil, but has a water base so its chemicals don't evaporate making it better for the environment.
|Arco replaced leaded gasoline at its pumps in the LA area with a new reformulated fuel. It cuts pollution in old cars and trucks. It's priced the same as its predecessor.
|Philips Electronics said it developed a long-life fluorescent lamp containing so little mercury that the used bulb will no longer be considered a hazardous waste.
|Sanyo's nickel metal hydride batteries are free of cadmium, a toxic heavy metal.
|Companies are trying to capitalize on the perception that rechargeable batteries are less harmful to the environment.
|Ford and GM are waging a battle to win over consumers in Europe. Unlike in America, Europeans most cope with chronic highway congestion and fuel prices as high as $5 a gallon. The exterior of European cars are getting smaller as carmakers are being pressed to "go green." DaimlerChrysler grabbed attention with its tiny SMART car but sales fell short of expectations.
|Cosmosol's new hair spray contains no alcohol, so it won't create pollution.
|Teekay Shipping promotes the same values of safety and environmental responsibility as its customers. Teekay can operate each ship at about $2,000 a day less than more diversified competitors.
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