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

Convenience Leader: The company can be counted on to be the industry leader in convenience innovations- Segment interested in company with leading:

Awareness- segment recognizes company or product

No. SIC Year Note
1 3611 2004 Sprint hopes to leverage its position as the only phone company with wholly owned, national wireless and wired networks. AT&T will sell wireless services using Sprint's network. Sprint also sells local services in 18 states. The traditional long-distance business has seen tremendous competition. The combination of wireless, wired and local services is a unique offering, pushing revenues up 6%. Customers who subscribe to one branch are more likely to subscribe to a second.
2 4899 1997 3Com is to buy U.S. Robotics, in order to expand its product offerings to include both U.S. Robotics low-cost modems for PCs and its hi-end devices used by Internet service providers.

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