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
Status through the recognition of customer's individual needs for product
|1||3089||2001||New technology allows Brunswick to print images and designs on bowling balls. This is a breakthrough for the struggling industry which was previously only able to engrave words. Working with P.S. Computer Graphics, the company developed the technology that it hopes to patent. The Viz-A-Balls run at about $140 for plastic, up from $80 for typical balls.|
|2||3600||1987||Neotech is developing a gadget that mounts on wheel & monitors the tire's air pressure. If tire becomes under- or over-inflated, it beeps and flashes a light to warn driver.|
|3||4481||2003||The luxury liners offer a more exclusive atmosphere with smaller ships than the mass-market cruises, with all-inclusive fees, 24-hour room service, more flexible schedules and gourmet meals. In addition, the crew to passenger ratio is 1 to 1, compared with 3 to 1 on mass-market ships.|
|4||4512||2004||United Airlines made several major improvements, including lay-flat seats and DVD players, in their first-class cabin on its important New York-to-California routes.|
|5||5812||2003||The fast casual industry is expected to be worth $35 billion annually by the end of the decade and could account for more than half of all food service growth over the period. Time strapped consumers value control, personality, and choice when making dinner plans. Chipotle Mexican Grill control begins at the counter where customers decide how much of each ingredient goes in their burritos. At Cafe Express, the "oasis tables" offers customers a customized product. The Corner Bakery Cafe aims for a comfortable, old fashioned bistro feel, thus offering personality.|
|6||6289||1986||For a $250,000 yearly retainer, Hellman & Friedman often spend months becoming familiar with a client's concerns and its corporate culture. The firm's small size also allows it to move with lightning speed if necessary. Clients like closeness.|
|7||7011||2003||Some experts say packaged hotel room deals will be more popular with convention goers once the economy improves and there are fewer discounts.|
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