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

Customer knows both the channel and producer brands

No. SIC Year Note
1 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.
2 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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