Final Customer Purchasing from the Producer of the Product
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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
A process or procedure: a specific process apart from the company or product
|1||3711||1995||Saturn has a "no hassle, no haggle" policy (one price no negotiations).|
|2||6324||1991||Delta Dental includes one month's free premium if an employer that switched to Delta from another insurer thinks the transition wasn't smooth.|
|3||7375||2001||EarthLink appears to have picked a good time to offer a privacy service. Consumers' fear of losing personal privacy ranks as the top reason they don't shop on the Web. EarthLink is trying to reassure customers.|
|4||8111||1993||Law firms are being forced to guarantee client that their legal costs will not exceed specified amounts for a transaction. The largest customers are dictating prices.|
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