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
Potential improvement in income of current customers. Customer segments whose costs would decrease if:
Paid for some costs of the segment
|1||2721||1989||Donnelley bought Metromail, the world's largest mailing list company. Donnelley also customizes ads for regional demographics (ex. "Farm Journal" has 2500 different versions). They set up in-house printing at client site with proprietary software that lets customers design ads.|
|2||3571||2002||One of Intel's biggest industry roles is in advertising. The company pays 70% of the costs of all those PC ads that include the "Intel Inside" logo.|
<< Return to Use Steps