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
Segment's approaches to limit on spending
Segment who might face psychological spending limits
Preferences to include product in package of related products
|1||3571||2000||Netpliance sells the I-Opener a non PC net access device for the desktop for as low as $99. Its sells the hardware at a loss because it bundles Internet access into the package for $21.95 per month.|
|2||3571||2000||There is a great deal of new competition in the handheld market. Cell phone makers are moving their products into that market by enlarging their screens and adding calendar, phone book and other functions.|
|3||3578||2001||Handspring has countered Palm with its Visor, which can be turned into an MP3 player, a camera, or a cell phone.|
|4||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.|
<< Return to Use Steps