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

2. Limitations set by time: Segment customers according to the causes of the limitations set by time.

Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product.
Segments where delays are due to steps a customer must take. Customer must:

Find, choose and pay for product

No. SIC Year Note
1 4522 2001 NetJets began selling as little as one sixteenth of their jets to multiple customers fifteen years ago. Under the program NetJets increased availability and affordability to a wider range of travelers. However, the company faces competition, not only from other private jet companies, but also from commercial airlines breaking into the industry such as United Airlines.
2 5812 2004 Caribou Coffee Co., a 310-unit chain based in Minneapolis, has stopped requiring signatures for credit-card purchases under $10.
3 5812 2004 Sandwich chain Cosi Inc. of Deerfield Ill., has installed large menu boards on the walls of its restaurants so customers won't have to take time at the head of the line deciding what to order.
4 5812 2004 A good example of a radical idea is the Starbuck's Debit Card. The idea was radical–who would pay for coffee weeks in advance? Yet it was not risky. The product was easy to test on a small scale and then expand. By November 2001, Starbucks booked more than $60 million in prepayments. Since then more than 26 million cards have been sold and they now account for about 10% of Starbuck's Sales.
5 7372 2004 Microsoft has developed technology that enables users to employ a single search to locate information, data, and files stored on their personal computers and the Internet. A search on "Madonna" for instance, located and displayed music files, still images and text files related to the pop-music star. This technology is aimed at competing with the popular search engine, Google.
6 8231 2001 Questia Media America is the forerunner in creating an online library aimed at college students, with a $19.95 a month subscription fee for access to almost 70,000 books as well as a Java-based application for searching text and storing notes on a Web server. Text can be copied from an online book and then pasted into a word processor as a footnote or citation in any of several formats, such as Modern Language Association. This collection of footnotes/citations can finally be printed as a bibliography.

<< Return to Use Steps