Final Customer Purchasing from an Intermediary of the Product

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

1. Status in the community.

Need for affiliation: Find segments of customers who wish to identify with a particular group in the society.

No. SIC Year Note
1 5900 2005 The Taobao consumer auction site has 41% of auction sales in China compared with eBay's 53%. To take on the decidedly American presence of eBay, Taobao plays up its local staff and all-China focus.

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