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:
A particular tie to an aspect of culture:

No. SIC Year Note
1 2032 1987 Campbell's soup trying to adopt regional marketing, making a spicier version of its Nacho Cheese Soup only available in the West and Southwest. But it isn't planning to make more than two Nacho Cheese soups as production is too expensive.
2 3546 1989 Black & Decker began shipping nine different power tools to Japan this summer. The tools are sold through Shi-Daiwa Kogyo. Each of tools is adapted to local Japanese tastes.
3 4481 1993 Carnival renovated a 37-yr-old ship to cater to Latin Americans. Only Spanish and Portuguese are spoken on the ship, and Latin American food, music and entertainment are offered.

<<Return to Use Steps