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.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation.
Choice of Products

Products Complementary to one another

No.	SIC	Year	Note
1	3144	2001	Maxwell Shoe has $50 million in cash (with little debt) and the CEO plans to license or buy even more brands. "We're deeply interested in (brands) that offer modern women comfort."
2	3500	2004	The new PalmOne PDAs have color screens and multimedia capabilities. The Zire 72 is a $299 product with a built-in Bluetooth wireless technology.
3	3571	2002	Palm will offer more services for use with secure corporate networks. With its Wireless Data Access Server product, Palm will be able to securely extend core applications to mobile workers.
4	3571	2002	Dell Computer is not only improving its service lines, it's also expanding into printers. Selling printers will help Dell get into selling all sorts of supplies.
5	3571	2003	Palm hopes to give shoppers a reason to buy more handhelds. The Palm Zire 71 is a multimedia device with a built-in camera, a high-resolution color screen and the ability to watch video clips and listen to MP3 music files. It sells for $299.
6	3572	2001	Dell says its new products will open new opportunities. The company has reconfigured its current line of storage products with new software that allows them to attach to computer servers made by Compaq Computer Corp., IBM Corp., and Hewlett Packard Co. Dell's storage units initially had been designed for its own line of servers.
7	3949	1996	Sports Authority superstores concentrate solely on sporting goods. Stores have an average 42,000 square feet of selling space and are densely stocked.
8	4813	2002	Virgin Mobile's total focus in on the youth market. That is their source of differentiation.
9	8059	2001	Sunrise facilities have higher operating-profit margins than those of other public assisted-living companies that disclose this information. A key reason for its success is occupancy. A rule of thumb in the business is that facilities don't produce much profit until they reach about 90% occupancy, but can throw off rich profits above that level. Sunrise averages 91.4% occupancy at locations open at least a year; most competitors are below 90%. Sunrise credits its customer service. In addition, Sunrise provides more supportive-care services for the truly frail elderly.

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