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 alternative to the present product
Both high and lower price points
|1||3571||2000||Handspring has introduced the Visor. It is able to do things that the Palm cannot do. It is cheaper, simpler and more expandable than the Palm. Handspring now has 40% of the handhelds sold in retail stores.|
|2||3585||2001||Aaon has 12% of the rooftop air-conditioning market, worth $1.4 billion. It has done this by creating its own niche for semi-customized cooling systems, a mid-point between low-cost commodity equipment and high-end customized systems.|
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