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 exclusive to the producer

No.	SIC	Year	Note
1	3000	1987	Designers at Rubbermaid continually tweak products to provide incremental sales. Revising the plastic composition and design of ice cube trays, for instance, made ice easier to remove. Garbage container sales up 20% when slate blue model was added.
2	3571	2001	Nintendo executives say they focus on great games rather than the technical capabilities of the hardware. "In the end, it always comes down to the games. We tend to have more unique and exclusive games."
3	3571	2002	The U.S. videogame industry posted record sales in 2002 as consumers snapped up pricey new game players offered by Microsoft Corp, Nintendo and Sony. Nintendo dropped the price of the Game Boy Advance by 20% while Sony is focusing on new software titles that are exclusive to PlayStation.
4	3575	1988	Apple's new Macintosh lets you run multiple programs simultaneously. You can cut & paste text & graphics between all kinds of programs.
5	3577	2004	Although its servers' Intel chips are the same as Dell's, Rackable Systems uses design touches and composition to distinguish its product.
6	3841	1999	The CEO of Cryolife promoted his company by giving away liquid nitrogen freezers to his loyal customers. Cryolife has 80% of the human heart valve business.
7	3861	1990	Fuji has had an aggressiveness in getting fresh ideas and products to market first, since the 1970s. This year it has a new slide film that gives supersaturated colors for the professional market. Velvia can be processed within hours.
8	3944	2004	Jakks Pacific's TV Games appeal to parents because they're a lot cheaper than other video game systems and because the games and characters are known quantities. TV Games products sell for about $20 each.
9	5812	2000	The Olive Garden Italian restaurant chain has had 23 straight quarters of same store sales growth. That's due to the chain's focus on bringing authentic Italian dishes to U.S. consumers. In 1999, Olive Garden opened a restaurant in Italy. It is used to come up with dishes to add to its U.S. menu. It also opened a culinary institute where staff can learn more about Italian cooking.
10	5812	2003	Panera's products are famous with its customers. It scored the highest in Restaurants and Institutions' annual Choice in Chains survey 2003 and also took the highest spot in the sandwich/bakery category.
11	6798	2003	Capital Automotive has a unique niche in that it is the only REIT that offers sale-leaseback financing to auto-dealers. It doesn't buy a building and lease it later, it buys property and simultaneously leases it back to the operator.
12	7372	2002	In a role reversal for Microsoft, Sony has been able to stave off the software giant's challenge in the video-gaming industry because the Sony PlayStation 2 boasts a much larger library of games than the technologically more advanced Microsoft Xbox does.
13	7372	2004	MapInfo is organized into three business units. Its location-based intelligence unit gathers data that are useful in crime analysis, asset tracking and emergency response. The predictive analytics unit provides data to predict customer behavior in a target market. Location-based services provide mobile applications for subscribers. The company enjoys a unique market position because it has such a wide selection of products and services.

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