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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

No.	SIC	Year	Note
1	2011	1987	Hormel's strategy when shelf and cooler space limited is to exploit niches within major markets with value-added products. For instance, the company introduced a new hot dog product, Frank 'N Stuff, filled with Hormel Chili.
2	3571	2002	Dell has gained market share in personal computers, servers, and storage systems during the downturn. In addition to expanding its customer base, Dell has shown that it can get a larger portion of a customer's tech spending once it's in the door. Because Dell has its operational costs under control, it has the luxury of looking beyond its core business of PCs and low-end servers. It's entered adjacent businesses, including network switches, printers, and handheld computers.
3	3571	2003	With its introduction of new servers, printers, handhelds, and storage products, Dell Inc. is simultaneously increasing its range of systems design and consulting work for businesses.
4	3571	2005	Hewlett-Packard sees blade servers as a key market because they aren't standardized as other kinds of servers. They are harder to replace with another vendor's product.
5	6029	2001	Car companies, retailers and even universities are seeking to leverage their brand names and customer lists by setting up their own internet banks, mostly from scratch. They are selling credit cards, loans and traditional accounts. BMW rationalizes the move as giving the company a cheaper way to raise capital for its credit business. It has access to depositor funds and can borrow from other banks at low rates. The banks can escape some regulation and charge higher interest rates. The banks rely on their captive customer base with built-in brand loyalty, lower start-up costs and maintenance costs.

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