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: Company can be counted on to be the industry leader in convenience innovations- segment interested in company with leading:

Location of product for segment

No. SIC Year Note
1 2711 NA San Francisco Chronicle offers sports updates by phone. A guide to the phone service is in the paper. Service is free.
2 7375 2005 Microsoft's new service product will provide image finding and desktop search all on one page. Skeptics says Microsoft is slapping new paint on an old engine. Jeeves launched the Web's first direct service in 2003 and Google/Yahoo launched rival services. Microsoft spent two years developing its own editorial search engine and it hopes to save its customers time with the new product.
3 8099 2002 1747 launched two years ago to bring clinical trials onto the Net. Rather than conducting expensive clinical drug trials among a group of people in a limited area, 1747 enables pharmaceutical companies to reach anyone with a Net connection.

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