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
Lower price point

With fewer benefits in more than one Performance category

No. SIC Year Note
1 4512 2000 Airline executives openly chided Delta Air Lines Inc. for initially ignoring ValueJet Inc. By not matching ValueJet's pricing and routes, Delta allowed the start-up to flourish, take its customers, and drive fares lower, until a Florida crash.
2 4512 2000 Ryanair has successfully become a rapidly growing budget airline by following the model set by Southwest Airlines. Ryanair has cut costs down as far as possible; drinks have to be bought on board, peanuts are not served at all.
3 7372 2001 QuickBase from Intuit may be a successful application service provider. It offers simple and inexpensive way to build databases for small business.
4 7375 1999 Bloomberg and some of the other leaders are some what isolated from the low end competitors because much of the information they provide is very technical. The upstart's service is neither as comprehensive nor as fast.
5 7375 2000 Web portal companies which operate sites designed to be starting point for web surfers are using free Internet services as a way to draw more visitors to their sites. Four of the largest include Yahoo, Excite At Home, Lycos and Alta Vista.
6 8111 2003 We the People do-it-yourself legal business doesn't offer legal advice but instead they take information from customers and fill out legal forms on their behalf.

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