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 personal achievement:
Advancement in career and profession

No. SIC Year Note
1 7372 2002 Intuit is working to develop a new version of its popular QuickBooks software for businesses with up to 250 employees. The company plans to develop industry-customized versions of QuickBooks Enterprise to tap into these lucrative markets and compete with rivals. The product will cost $3,000 and can be used by up to 10 employees. The versions aimed at store owners and accountants have done well.
2 7372 2004 MapInfo develops, markets and supports location-based software and data products. Its flagship product, MapInfo Professional, analyzes location-based data such as ZIP codes, addresses, area codes and demographic information to give clients useful business intelligence.
3 8221 2003 Rather than catering to 18-to 22-year olds looking to find themselves, Apollo Group Inc. focused on the then-neglected market of working adults. The company recruited working professionals as teachers, rather than tenured professors.

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