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
Customer segments with preferences for price point alternatives to the present product
Higher Price Point
For more Convenience
|1||3571||1994||Amdahl plans to take mainframes and combine with hardware and software and sell the package to large corporate customers.|
|2||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.|
|3||7011||2005||Hilton's luxury chain of Conrad hotels must introduce travelers to a relatively unknown brand. They have budgeted $60 million for advertising and offer butler services, spas and plush linens, guests will bypass the front counter and go directly to their rooms. Prices will be slightly lower than competitor Four Seasons.|
<< Return to Use Steps