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.
Customer segments who have idle time while shopping or using the product
Captive customers who must remain in a specific location

One person

No. SIC Year Note
1 3500 2005 Sony introduced a Playstation product in Europe called EyeToy which is a playing video camera and game software that plugs into the new Playstation 2 console. The EyeToy allows players to appear inside the game and to interact with objects on the screen by moving their bodies. The product can record brief video messages and it can transform the Playstation into a video phone.
2 3571 2003 The makers of hand-held computers (including companies like Palm) like to say that their products are great productivity-enhancing tools. But the truth is that many owners spend a lot of time playing games on the devices. The use of hand-held computers for games has taken off in the last 6 months as the devices have caught on in the mass market. Around 12 million PDA's are in use.
3 3661 2002 Motorola is racing to launch third-generation mobile-phone handsets that would have the capacity to download pictures, games and video clips quickly. Motorola was the first to launch a 3G handset in Europe and introduced GPRS technology, which allows continuous internet connections, more than a year ahead of rival Nokia.
4 3800 2004 Oakley's new model, called "Thump," has an MP3 player built into it and will retail two models in 2004. One will hold 35 songs and cost $395, while the other will hold 70 songs and cost $495. They hope to succeed with technology as well as fashion.
5 3944 2004 The Kilowatt, which resembles a Segway scooter minus the wheels, plugs into standard game consoles, such as Sony's Playstation 2 and Microsoft's Xbox. The action appears on a TV screen and the upright steering stalk is used to manipulate the game.
6 3944 2004 Sony's Dance Dance Revolution, which has been on the market for a few years, features a soft step-pad that is spread on the floor. The new DDR Extreme allows players to project their image onto the screen via a digicam that plugs into a USB port.
7 4512 1986 Both Eastern and Pan Am will give away similar snacks. Pan Am will give away newspapers.
8 4512 2003 Continental Airlines is a likely candidate to follow United's lead. The Houston based airline already has 300 of its planes outfitted with the initial version of Verizon's Jet Connect. It takes only a simple software upgrade by Verizon to add e-mail capabability.
9 4512 2003 United Airlines is expected to announce that it will begin offering an e-mail service on all its domestic flights by end of the year, a first by a U.S. airline. United which is operating under bankruptcy court protection, is hoping to win back business travelers it has lost to low-fare competitors by giving them added access to technology on the plane. The UAL Corp. unit already offers instant messaging and one way text messaging services on some of its domestic flights.
10 4512 2004 The Irish budget airline Ryanair could someday offer gambling as part of it's pay-for in-flight entertainment offering. The company recently began testing a portable in-flight entertainment system. For a fee, passengers are able to watch movies, music videos or cartoons from a console the size of a laptop computer. The airline has ordered 5,000 of the consoles. Technology is being developed that would allow passengers to pay for in-flight gambling with their credit cards.
11 4512 2004 The future for Delta Air Lines may be held in a Boeing 757 operated by its lower-cost subsidiary, Song. Four flight attendants serve the 199-seat plane compared to five who serve Delta's 183-seat 757s. The flight attendants on Song have an easier time though, as all passengers fly economy. Each seat has an extra two inches of leg room and a personal 24-channel TV.
12 4512 2004 Southwest's no frill flights are starting to change as upstarts like JetBlue offer equally low fares, plus frills like satellite TV and assigned seats.
13 4800 2003 The next step for RV remodeling is adding on-the-road internet access. Tech firms are hoping to create new devices using Echelon's LonTalk standard which connects a variety of electronic devices, sensors and controls.
14 5812 2004 Earlier this year, Starbucks Corp. unveiled a renovated prototype store in Santa Monica, Calif., equipped with H-P tablet computers. Using the tablets, consumers can scroll through a list of digital songs stored on the server, pick tunes they like and then instantly burn them onto a compact disc. They can also design art for the CD cover and print it out on an H-P printer, all for as little as $6.99. Customer traffic has increased since the music-enhanced store opened, potentially providing Starbucks with an additional revenue stream.
15 7011 1986 Kimpton has installed a first-class restaurant in each establishment to draw local attention. The Diva Hotel will have a VCR in every room, with a library of 300 films to draw on.
16 8062 2005 Amid heightened competition from small birthing centers, hospitals are trying to improve amenities to make a better impression and garner loyalty from their patients. Extras include private rooms, sofa beds for visitors, improved interior design, play areas for siblings, free internet access, massages, portrait photographers and gourmet meals that seem more suited to a nice hotel than a hospital. Most of these amenities are included in the fees.

<< Return to Use Steps