Final Customer Purchasing from the Product Producer

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.

Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Distance from the company, from the product, from competition or from some other preferred location.
Distance from company or product

Customers in office buildings

No. SIC Year Note
1 3571 1987 Compaq took lead over IBM by identifying the cost to some users of leaving their PCs in the office. Sales reps for engineering firms and auditors, for example, are two types of PC users who could provide better service to their clients with portables.
2 4899 2002 Two Biggest players, Verizon Communications Inc. and SBC Communications Inc., are selling Wi-Fi systems directly to their high-speed Internet customers.

<< Return to Use Steps