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

Information and knowledge

No.	SIC	Year	Note
1	2731	2005	Exxon Mobil's publications, the Mobil Travel Guide books, publish reviews for restaurants and hotels and have met heavy competition as internet sites and other travel guides spring up. These new competing guides are focused on niches from luxury travelers to backpackers.
2	3571	1992	Sun's identity as workstation leader is firmly planted in minds of computer buyers.
3	3571	2000	Network Appliance has developed servers loaded with special software to ease data management. Servers from CobaltNetworks have simplified Web-hosting.
4	3572	2003	Advanced Digital Information has introduced a new tape library, catering to its installed base of more than 60,000 library customers.
5	7372	2001	Campfire Interactive is creating e-commerce technologies that allow collaboration on product design and other development phases. Its first products due for release in July 2001 will target automotive and aerospace companies.
6	7372	2002	PracticeWorks provides information technology and other services to dentists. "One key that we're always looking for is any technologies that save practices time. It's all based around productivity per chair."
7	7372	2003	Enterprise content management software involves managing all the unstructured data that won't fit into a standard database. "This market is hot because people can't find all their stuff." The shadow of IBM looms large over the whole space as the company was the market leader last year with $164 million in sales. Microsoft and Oracle may also become big players. Then there are the pure-play ECM firms like FileNet, Documentum, and OpenText.
8	7375	2004	Yahoo has embraced a practice known as "paid inclusion" in which a search engine accepts payment from a company to guarantee its site is included somewhere in relevant search results. But not one penny goes to Google. Google decries paid inclusion as a blemish on the integrity of search results. It separates and clearly marks as advertising all links for which it's being paid. The bet is that this stance will foster public trust in the brand and increase traffic size.
9	7384	2000	Yahoo selected Shutterfly to provide digital photo print services for its photo storage site, YahooPhotos, because Shutterfly had excellent quality and because they had the expertise to remain competitive.

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