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 moving from one place to another
Beyond a mile from product or service
|1||0||1993||In general, customers will pay more for humans to serve them. But some companies are charging just as much for high-tech services that cost less than human ones–such as ATMs.|
|2||1389||1989||Natural gas can be an attractive substitute for oil & coal in many uses because it is less polluting, but it is expensive to transport across oceans & doesn't have the benefit of oil's established logistics system.|
|3||3571||1988||Until recently, none of the top-tier portables could run on batteries, making them useless in cars, on commuter trains, aboard airplanes, & in airport waiting areas.|
|4||3571||2001||The built-in software support is as important as the hardware abilities. The PocketPC 2002 software lets you set up multiple networking profiles to use in the office, at home and on the road. A virtual private network program lets you use a phone line or a high speed Internet connection at home or in a hotel to reach corporate computers.|
|5||3571||2002||Research in Motion's new BlackBerry device, the 5810 incorporates wireless voice capabilities and e-mail.|
|6||3661||2004||Motorola has developed phones that can connect wirelessly to the Internet and also do voice-over-Internet-protocol while inside of an office. They have all the features of a desktop phone, but can switch to cellular networks when outside of the office.|
|7||3663||1988||Bell Atlantic's new cell phones come equipped with a personal answering machine. So the telephone call is always completed: customers can get calls when they aren't actually in their cars.|
|8||3663||1992||A popular add-on to cell phones is a car adapter with an antenna.|
|9||3674||2000||In 1999 consumers bought 283 million phones worldwide, this year it has topped to 410 million. Alpha Industries Inc.'s integrated circuit lines include special switches, which let phones automatically switch between two uses, such as digital and analog.|
|10||3716||2003||The next step for RV remodeling is adding on-the-road internet access. KVH Industries Inc. launched the Trac-Net 2.0 system that gives RVs high speed Internet access with satellite TV and phone services.|
|11||4812||1997||Audible delivers audio content over the Internet. A customer downloads from Audible.com into Audible's $250 palm size digital player which hooks up to a PC's serial port.|
|12||4813||2002||Today, mobile phones are not a viable alternative to home phones for tapping the Internet – much less an alternative to broadband service. But that's changing. AT&T, VoiceStream, Verizon, and others are rolling out new technology this year that will let customers connect to the Net – either from their mobile phone or from a laptop connected to a mobile phone.|
|13||4813||2003||Nextel, the fifth-biggest wireless company, focuses on business users. It started out serving construction workers, roving salespeople, and plumbers.|
|14||4813||2004||Travelers and workers in far-reaching destinations who are tired of the unreliability and limits of cell phones are now more often choosing satellite phones instead. The popularity boom of cell phones pushed back the progress of satellite phones until now, when heavy travelers and workers in mining, drilling, forestry and far-flung engineering, are seeking the convenience and consistency of satellite.|
|15||4899||2001||Ricochet, the wireless internet provider, offered quick wireless service with the insertion of a modem into a laptop.|
|16||4899||2003||Other technologies could cut into the market for hot-spots service. Cell phone carriers insist that Wi-Fi is merely complementary to the so-called 3G services they offer – wide-area coverage over their cellular networks, using a card or cell phone. A middle ground is also developing: New software enables laptops and other Wi-Fi enabled mobile devices like PDAs to switch seamlessly between cellular networks and Wi-Fi hot spots.|
|17||7372||2005||Microsoft is trying to improve upon Research in Motion's messaging service with a technology called ActiveSync that relays e-mails to phones directly from its ubiquitous Exchange e-mail servers. Microsoft offers the technology free with an Exchange server.|
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