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:

Company will maintain consistent presence in market

No.	SIC	Year	Note
1	1382	1988	Schlumberger is the dominant player in oil field services, and offers the most complete line of services. Baker Hughes offers the fullest line of usable products in oil field industry.
2	3140	2004	More than anything else, K-Swiss's success has been fueled by the popularity of its Classic original, essentially unchanged from the all-white, all-leather tennis shoe that the company first started selling 37 years ago.
3	3571	2003	The new z990 will reassure IBM's big mainframe users – a critical driver of its sales and profits – that there will always be a state-of-the-art machine for their "mission critical" applications.
4	3571	2004	Innovation is making a comeback in server land. There's still a need for engineering ingenuity to accomplish complex jobs. Low priced merchandise can break down so buying more sophisticated technology that costs more can end up paying off in the end. This has paid off for IBM, which spends more than $1 billion on server research and development each year, and is thriving in most segments of the market. It boosted its share of the midtier Unix market by four points in 2003, to 26.4%, largely because of a cutting-edge server. More surprisingly, IBM is growing faster than Dell in key segments of the low-end server market.
5	3599	2002	OmniVision has landed some important contracts. Last month Motorola Inc. announced it will use OmniVision's chips in its new camera phones. Shortly before that, Sony Ericsson said it will also be using the chips in its clip on camera accessories for its cell phones. The chips also appear in products from Samsung, Polaroid, and Concord Camera Corp.
6	3674	2000	JDS Fitel and Uniphase merged last July, the combined company has proposed or completed another seven mergers. The firm is the one shop stop for optical components for fiber optic communications. JDSU guarantees one of it's products to work for a century.
7	3711	2003	Toyota's success with U.S. customers begins with the appeal of its cars and trucks, which are prized for their quality and durability, ease of operation, and thoughtful features such as controls that are intuitive to operate. Toyota's boldest and most visible leap into the future has been hybrid vehicles. Its early move to hybrids has left American manufacturers having to rush to catch up. The newest Toyota Hybrid will be priced at $20,000.
8	3845	2003	Landauer charges $40 to $45 a year per person for a badge that measures radiation. The company collects them and tests for exposure. Landauer has 50% market share with 60,000 customers in the U.S. and 1.3 million worldwide. All customers pay in advance.
9	4512	2004	As the economy improves, the air freight industry will see increased growth. The industry is focusing on providing total solutions to customers. FedEx purchased Kinko's and launched packing services. It has also opened new service centers. UPS will acquire Menlo Worldwide Forwarding, a provider of a full suite of heavy air freight forwarding services, ocean services and trade management.
10	4832	1997	Since it operates a leading syndicate and radio network in conjunction with an expansive radio station portfolio, Jacob may be better able to attract and retain highly sought after on-air talent by providing them with broader opportunities.
11	5812	1984	New CEO joined Fuddruckers in 1983 and changed the foundering chain from a bar-driven, singles hangout, to a family environment.
12	7300	1999	A growing fringe of Web companies are dropping the "dot-com" from their names in order to disassociate themselves with all the negativities of being an online business.
13	7997	2001	A contributor to high-end fitness clubs' recent success is their attempt to appeal to families. Family membership ensures more consistent business, even through financial difficulties.
14	7999	2001	Ski resort mogul Intrawest is considering developing pet-sitting services at Intrawest resorts. They are also planning kid-friendly turnstiles at lifts; offering bigger seasonal storage lockers so regular customers needn't haul so much luggage; an e-mail reminder service to help families pack efficiently; and offering $10 rides on mini-snowmobiles. Intrawest also wants to add more communal space in the lobbies of its lodging properties and organize more group-participation events.
15	8062	2002	A key to long-term financial strength in the medical field is investing in the latest medical systems, technology and programs.

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