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:
Other parts of culture
|1||2844||2002||Older, nostalgic products can still turn good profits for Chattem, a maker of over-the-counter drugs and personal care goods.|
|2||3576||2000||Other Freebie ISPs are popping up splitting the audience into affinity groups. People get free service and a sense of belonging. For devout Christians there's Onfaith.com, which comes with a strong content filter barring links to certain sites.|
|3||7372||2004||Sony and its PlayStation used a different strategy to challenge market leader Nintendo, the largest, and Sega, in the computer game industry. Sony decided to go after an entirely different segment of the market. It targeted an older generation of gamers.|
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