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

3. Status through the recognition of customer's individual needs for product

Ambiance of surroundings

No. SIC Year Note
1 4481 2000 The cruise ships that have set sail in recent years offer far more than the traditional pools and shuffleboard courts. The latest amenities include health spas, golf courses and sushi bars. Even the entertainment has improved, with many upscale production replacing second-rate lounge acts.
2 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.
3 7011 2003 InterContinental Hotels Group is planning to update its Holiday Inns to refresh the brand's image. The new Holiday Inn rooms will feature wireless and landline high-speed Internet access, bigger workspaces and each with an ergonomic chair, meant to appeal to the business-traveler base, typically up to 70% of Holiday Inn's customers. The company's signs and towels are also being redesigned with the goal of reviving a sense of travelers' nostalgia. The hotels will also feature a comfort-food diner with a standardized menu of classic home-style favorites. 25 of the new prototypes are set to open throughout the next three years.
4 7011 2005 Starwood Hotels & Resorts has become known as the industry-innovator for such rollouts as its all-white Heavenly Bed program at its Westin hotels. It's also added new beds to its Sheraton Hotels.
5 7011 2005 New hotels devote less space to non-guest room services, such as food and beverage, which eat into profits. Instead, they're putting money into room frills, such as upgraded bedding.
6 7997 2001 Besides the decadent add-ons that luxury gyms have evolved to include, they do still offer an extremely nice exercise environment and equipment. Other bonuses are lavish locker rooms and celebrity members.

<<Return to Use Steps