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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
|1||2834||1986||Dentists control periodontal disease with surgery – a painful process. Alza has developed a thin, hollow thread filled with tetracycline, an antibiotic that kills bacteria to be stuffed between the teeth and infected gums, then removed 10 days later.|
|2||3571||2000||Competing with Dell Computer's speedier and cheaper direct-sales model, Compaq Computer, Hewlett-Packard and IBM started to cut out the middleman wherever they could. In May 1999 Compaq dropped all but 4 of its 39 distributors at a time when only 20% of sales were direct. Today it's aiming for 60%.|
|3||4813||2001||Japan has a huge mobile-phone market with 70 million users (out of 127 million). 2/3 of Japan's users use their phones for e-mail and other Net services. Carriers want to add revenue by allowing their users to have service overseas.|
|4||4911||1987||Scientist invented a commercial electrical generator powered by waves in the ocean. Power from the system should cost about 3 cents per kHz. That price is about one-fifth the cost of electricity from diesel-powered generators.|
|5||5800||2003||Dunkin' Donuts, a unit of Allied Domecq PLC, is introducing an espresso line of beverages, including cappuccinos and lattes into 5,700 shops. They want expand the market and democratize the drinks formerly thought of as restricted to Starbucks.|
|6||6321||1990||Insurers used to lump small and large employers together & charge all an average cost. But company began charging according to the health profile of individual workers. When someone at a small company gets sick, the company has to bear full cost of increased risk. This passes part of cost to customer.|
|7||7372||2000||Imagex is a printing company based online. The firm has a digital library of custom printed business materials. This can cut customers printing costs by as much as 10%. Imagex has virtually no competition among Fortune 500 firms.|
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