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
Delivery and installation
|2||0||2003||To design the best go-to-market system for the ever-changing consumer, the company must ask fundamental questions. One question is: What variables must be considered in selecting or devising the most efficient channel to the market? To address the first question, a key issue is the level of product and service integration. If the product needs technical or other adjustments to fit the customer's requirements (like a tailored suit or remodeled kitchen that must be customized or a car that needs service) then it is suitable for a more captive system.|
|3||3089||2003||Newell Rubbermaid decided to print the instruction sheet for its products requiring assembly onto the product packaging. This saved the paper costs of a separate booklet, simplified the packing process, and reduced the chance that instructions would be misplaced. Rather than take up valuable real estate on the package surface and compete with the product pitch, the instructions actually help sell the product by showing how easy it is to assemble, directly addressing customers' biggest complaint about shelving products.|
|4||6512||2003||Equity Office Properties Trust, the nation's biggest office owner, began installing pre-decorated and furnished suites in its office properties across the U.S. this year.|
|5||7372||2002||Intuit has recently announced a new strategy for its QuickBooks line of business accounting software. The strategy is designed to provide industry-focused products for a small-business software market that Intuit judges to be $17 billion a year. Industries have different software and accounting needs, so it tweaked its software as needed for different industries. Two months ago, Intuit brought this same strategy to TurboTax, its line of tax-preparation software.|
<<Return to Use Steps