Final Customer Purchasing from the Producer of the Product
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.
A. Needs for comfort and status
2. Status in the community
Status through the recognition of customer's individual needs for product
| No. | SIC | Year | Note |
| 1 | 0 | 2002 | The new lavish attention companies such as Sony Electronics, British Airways and Virgin Atlantic are displaying among their elite customers is intentionally kept a secret from the public. The companies using the concierge service are trying to build a higher level of trust with their customers. |
| 2 | 2891 | 2004 | Nordson's equipment shoots dots of adhesives or coatings to various objects, and the goal is to apply smaller dots more quickly. Nordson tries to get close to clients by putting its design engineers on the front lines. They work with customers from inception to delivery. |
| 3 | 3571 | 1997 | Small PC makers surviving against large competitors: offer personalized service and in some cases even custom-build machines for anyone walking in the door. Small, no-name firms account for 25% of market. |
| 4 | 4011 | 2002 | The railroad's promise to award certificates for free travel to passengers who were unhappy with Amtrak service for any reason ends Nov. 1. For the fiscal year that ended Sept. 30, Amtrak issued 101,798 certificates valued at $8.9 million. That means, on average, 0.4 percent of riders received an average of $88 each in free train rides. Amtrak is ending the program because "the vast majority of certificates (were issued) due to circumstances beyond our control, like freight delays and weather." The greatest number of complaints, 45 percent, were about trains being late. |
| 5 | 4481 | 2001 | Royal Caribbean Cruises canceled two seven-day cruises on its Celebrity Cruises' Millennium ship to repair an electric motor in its propulsion system. Passengers will get full refunds and 50% off a future cruise. |
| 6 | 4522 | 2001 | Increasingly popular fractional private jet ownership programs offer exceptional customer services, including bathrooms fully stocked with a full range of toiletries and medicines, readily available champagne and caviar and personalized meals and flight attendant options. However, luxury aside, the main appeals of personal jet travel remain safety and convenience. |
| 7 | 4522 | 2001 | Since 9/11, concerns over safety, comfort, security, and convenience have increased demand for private jet travel. |
| 8 | 4800 | 2003 | Verizon offers its customers a Worry Free Guarantee which has several features. One feature is the ability to return a product in a good condition within 15 days for a full refund if the customer is unsatisfied with a product. |
| 9 | 5812 | 2003 | A recent study shows that friendly service, not new sandwiches or special deals, is what keeps restaurant patrons coming back. The study also showed that customers don't look for well-balanced or nutritional meals when choosing a fast food restaurant. So Burger King's recent introduction of three low-fat chicken sandwiches is less likely to attract customers than good customer relations. In that arena, fast-casual chains such as Panera Bread and Boston Market easily win. One-third of quick-service restaurant (QSR) customers say they are dissatisfied with multiple aspects of their dining experience. Fast-casual restaurants are now setting the standards for a personal, instead of generic, customer experience. |
| 10 | 5812 | 2003 | The fast casual industry is expected to be worth $35 billion annually by the end of the decade and could account for more than half of all food service growth over the period. Time strapped consumers value control, personality, and choice when making dinner plans. Chipotle Mexican Grill control begins at the counter where customers decide how much of each ingredient goes in their burritos. At Cafe Express, the "oasis tables" offers customers a customized product. The Corner Bakery Cafe aims for a comfortable, old fashioned bistro feel, thus offering personality. |
| 11 | 6289 | 1986 | For a $250,000 yearly retainer, Hellman & Friedman often spend months becoming familiar with a client's concerns and its corporate culture. The firm's small size also allows it to move with lightning speed if necessary. Clients like closeness. |
| 12 | 7011 | 2000 | Marriott International is counting on use of customer management software to gain an edge with guests, event planners, and hotel owners. This software lets Marriott pull together information about its customers from different departments, so that its reps can anticipate and respond more quickly to their needs. The company, which manages 1,850 hotels and resorts worldwide, began installing the software in late 1998 and is spending just under $10 million for the initial pieces. The biggest boost from the software is in the hotel chain's sales operations. Marriott is transforming its sales teams from order-takers for specific hotels to aggressive marketers of all Marriott properties. |
| 13 | 7011 | 2004 | Marriott's hotel rewards programs remains one of the industry's best. This program offers the deepest rate discounts and plushest room upgrades. A percentage of a rewards-program member's bill goes to the Marriott rewards pool, now totaling $784 million. |
| 14 | 7372 | 2000 | Trend Micro was started when a technology was developed (copy protection to prevent software piracy). The first protection developed was called Virus Track–the anti-virus industry was non-existent at that point. |
| 15 | 7812 | 2002 | RealOne streaming-media service offers popular entertainment options in all areas of pop culture, including the All Food Channel, IFilm independent film channel, and an E! Networks channel. |
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