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:
Created an organization of segment members to save costs
|1||6331||Chubb Group is offering a separate vacation home policy that can lower premium costs. It adjusts for differences in the way people use their first & second houses.|
|2||7291||2005||The US government has convinced software manufacturer Intuit to join their Free File program which offers tax-preparation software free to those who file on line. New versions of QuickBooks have been widely adopted and despite the small margin shaved off by Free File, people continue to buy the TurboTax program and programs adapted for state taxes. Often, the Free File users are younger, with less complicated tax situations, as their circumstances change, new markets could be opened up.|
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