Intermediary Purchasing from the Producer of the Product
Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capabiity that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
| No. | SIC | Year | Note |
| 1 | 3571 | 2002 | Toshiba knows it has to get back to being a technology leader. An area they excel in is adding wireless communication to its laptops. Toshiba is six to nine months ahead of its rivals in adding wireless features. |
| 2 | 3711 | 2001 | Toyota's product line has grown by about 50% in the past 10 years, going from about 40 total models to over 60. |
| 3 | 3841 | 2000 | Medtronic Inc., the No. 1 provider of pacemakers, has developed a Medtronic.com to link doctors to their heart patients via the Internet. |
| 4 | 4841 | 1987 | HBO and Showtime are seeking to differentiate their offerings and have signed exclusive movie contracts with rival studios; in past years, both frequently offered the same films. In addition, both adding made-for-TV movies & exclusive events like boxing. |
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