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

No. SIC Year Note
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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