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Examples: We offer brief write-ups for each method describing a situation where the idea is used or implied. Use these supporting examples in order to expand your range of ideas. These examples are neither mutually exclusive nor collectively exhaustive.

We offer you both a short version and a long version of some of these segmentation concepts. We have enough examples of some of these concepts to expand the concept into more specific concepts with their examples. Use the short version to complete your innovation in less time. Use the long version for more in-depth brainstorming.

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an intermediary or channel customer must take in connection with the product.

Return Steps: The Return steps include activities required to return defective product to the supplier. These activities include the work to deliver the product to the supplier and receive credit for the returned product.

1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used. Examples>>

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

  1. Needs for comfort and status

    1. Status through the recognition of customer's individual needs for product Short Examples>> Long Examples>>

  2. Needs to avoid sources of anxiety

    1. Risks in relationship: The customer segment needs reassurance it can trust Short Examples>> Long Examples>>

    2. Limitations set by time: Segment customers according to the causes of the limitations set by time Short Examples>> Long Examples>>

    3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns Short Examples>> Long Examples>>

Basic Strategy Guide Users Go To: Step 12

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