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

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will work

No. SIC Year Note
1 2000 1994 Companies beginning to "co-brand": Kellogg's Pop Tarts made with "Smucker's real fruit", Nabisco's Cranberry Newtons with Ocean Spray cranberries, Lay's potato chips flavored with KC's Masterpiece barbecue sauce.
2 2451 2001 Sales for manufactured-homes soared in the 1990s as the economy expanded and the manufactured-home industry lured buyers with new amenities like skylights and even fireplaces. "The product improved dramatically."
3 3571 1987 Tandem has 80% of the fault-tolerant computer market share: its systems designed to fail rarely, if ever.
4 3571 1996 Apple plans to cross-license technologies with other Internet leaders to create an open standard for Internet media, which will bring to customers broader choices, easier access, & richer content.
5 3571 2001 Sun's machines have a reputation for reliability that can generate sales even when Sun systems aren't absolutely the cheapest.
6 3571 2003 The biggest complaint that Dell gets from its customers is "that they're increasingly spending money on maintaining existing systems instead of bringing new technologies into their operations." Dell's answer? "Most of our effort is in making sure their systems are updated with the best software and security."
7 3599 2004 The Semiconductor Test Consortium is forging ahead and releasing a the first version of a standard it calls Openstar, despite a lack of commitment from chip test gear makers. STC certified its first test gear maker, Advantest, on the Openstar standard.
8 3621 1997 Baldor is more than just a manufacturer of a commodity product, it is a service company. It becomes a value added, solutions provider to its customers by: (i) offering more customized products than its competitors; (ii) guaranteeing quick delivery time.
9 3711 1998 Volvo's growth results from several factors. Most notable are its orientation to new generation technology and quality, a dedicated dealer network and employees' commitment to customer satisfaction.
10 3711 2004 Chrysler will put better equipped vehicles into rental fleets, in hopes that more appealing models will attract renters to Chrysler showrooms. The vehicles won't be the typical stripped-down, low-end models. The cars will be sent to 10 to 12 major cities where the company wants to add customers. This is part of a move by Detroit's Big Three car companies to regain attention after problems with quality. General Motors is promoting its cars by offering 24-hour test-drive programs.
11 3713 2000 A reputation for quality among truckers enables Paccar to cover its higher labor costs with premium prices.
12 3825 2001 Teradyne's logic, analog, and memory chip testers are considered among the best in the business, and its manufacturing ability is unsurpassed. Chip giants such as Texas Instruments, Motorola and Samsung pay for that reliability.
13 7372 1987 Lotus' Metro software program is the same price as Borland's Sidekick. But it does more than twice as many different tasks as Sidekick, and works easily with Lotus 1-2-3.
14 7372 1992 The new version of OS/2 should help overcome problems of earlier versions, including the inability to run MS-DOS programs easily.
15 8069 2003 100 stand-alone specialty hospitals focus exclusively on certain areas, such as cardiac, orthopedic, surgical and women's care. 20 are currently under development. 70% are partly or entirely owned by doctors and focus on the most profitable medical procedures. The centers claim to offer more comfortable and convenient care with shorter stays, lower in-hospital death and infection rates.

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