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
Spending power of current or potential segments
|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||4512||2005||Major airlines are attempting to target executives, making private jet travel more accessible to their customers by creating deals with large private jet operators to offer connecting flights, frequent-flier miles and VIP services.|
|3||4522||2001||Private jet travel is gaining in popularity. The established fractional jet ownership companies are banding together trying to reach lower price targets and wider availability.|
|4||6512||2004||One company that hits the moneyed masses is Captivate Network. It equips elevators in office high rises with flat panel TV screens and sells advertising spots which it mixes with programming from major media company partners. Given people's tendency to avoid eye contact in elevators, and the very low likelihood of their pulling out reading material, the ads become an almost welcome diversion.|
|5||7372||2002||Intuit is offering more high-end products with QuickBooks. "What we're really doing is selling better solutions to our existing set of customers, as opposed to competing against someone else in the high end. We've been serving large customers for a long time."|
|6||7997||2001||Luxury health clubs now offer a range of services from dining to spa services to shopping, in addition to their exercise facilities. The average monthly cost of membership to such clubs is about $145 per month plus up to as much as an extra $300 per month in miscellaneous expenditures.|
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