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
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:
Product will be fixed promptly
| No. | SIC | Year | Note |
| 1 | 5812 | 2002 | Starbucks fuels its own expansion with internal cash flow and maintains a tight grip on its image because the stores are company-owned, in other words there is no franchisee to get sloppy about running things. |
| 2 | 7372 | 2004 | Microsoft has a renewed focus on making its products more secure from viruses, hackers and other computer problems. Microsoft next month will release a set of enhancements called "Service Pack 2" that it says will make Windows more secure. |
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