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.
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
More than one person
|1||0||2001||When customers are forced to wait, it is important to add value to their time. This will reduce the irritation and engender their loyalty. Disney has done this by employing people to entertain visitors while they wait in lines. Wells Fargo’s ATM's allow internet access to check the news and sports scores.|
|2||1521||1987||A Walnut Creek real estate appraiser will build a 180 unit elderly care facility which will feature a large library, chapel, general store and ice cream parlor run by residents. The aim is to avoid the institutional feel of many similar facilities.|
|3||4481||1990||Promotions to fill berths include cruises for golfers, soap opera fans, jazz/big band, gourmets, & murder mystery fans. Some lines looking for more European passengers. Relationships with travel agents are essential as they account for 90%+ of bookings.|
|4||4481||2001||Cruise lines have just begun to see the fruits of stepped-up efforts to diversify and increase their share of the vacation market. To draw more young passengers, there is more aboard the mega-ships these days, including rock-climbing, ice-skating and playing billiards on some of Royal Caribbean Cruises' new ships.|
|5||4800||1998||Radio Spirits Inc. is a broadcast idea that comes from using old, classic radio programs. The old radio programs have been picked up for in-flight entertainment and eventually for CBS broadcasting. It is now on 500 stations every night for 3 million listeners.|
|6||4833||1990||Waldbaum's has the Checkout Channel, a satellite TV project of Act-Media and Turner Broadcasting, displayed on a mounted TV over its checkout counter. As well as TV newscasts, the channel has a lot of product advertising.|
|7||5812||2001||Sonic has a 50's/60's rock-and-roll theme so its menu is focused on burgers, fries, and shakes. It is set apart from other companies (like McDonalds) because of its own brand creations like chocolate cream pie shakes and hickory bacon dogs.|
|8||5812||2001||Chuck E. Cheese owns the market in indoor fun zones for children as its only rival, Discovery Zone, quit in 1999. However, it is the entertainment factor, and not the lack of competition, that will continue to bring in sales.|
|9||5812||2001||Chuck E. Cheese's remodeling will affect every aspect of the chain. A revised sky tube for kids to crawl in has been developed. It has added new video games (some based on chance to draw in older customers).|
|10||5812||2002||Fritz's restaurant was just an ordinary sit-down burger joint until it's owner brought in the railroad. Suddenly the restaurant needed fewer waiters and waitresses and his customer base got younger as children heard about his patented invention: a train and track that delivers meals right to your table.|
|11||5812||2002||One chain has revived an old concept – with huge success. Sonic Corp. has increased profit 29% in its latest quarter. Its gimmick: Meals at its 2,400 restaurants are delivered entirely by carhops, with a growing number of them on roller skates. In addition to serving food, skating carhops perform shows on the lots, sign autographs for kids and often make more money in tips than wages.|
|12||5812||2003||Chuck E. Cheese restaurants are a staple among the under-12 crowd and their parents. While there aren't many major rivals in CEC's niche, the company vies for business with everything from movie theaters to burger joints. That means customer loyalty is important to CEC. Most customers visit the company's stores three or four times a year.|
|13||5812||2003||Cosi's roughly 90 eateries have very impressive décor. The sandwiches – #22 tandoori chicken with roasted red peppers, #18 pesto chicken with sun-dried tomato spread – are different and tasty. The bread comes out of an open-hearth oven on the premises.|
|14||7996||1995||Time Warner advertises its own products on TV monitors at its 6 Flags theme parks.|
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